Yet the iPhone is now in a precarious position. Gone is the thrill of downloading yet another app. It isn’t as exciting anymore if the screens of the gadget get bigger or the device becomes thinner. And the middle age of the iPhone is reflected in its sales, which dipped for the first time last year. It doesn’t help that Apple also faces fierce competition, especially in markets like China and India where people are flocking to cheaper smartphones that are increasingly capable and attractive.

Many eyes are now on Apple’s 10th anniversary event for the iPhone, which is expected to be held next month. There, Apple is set to introduce major upgrades for the next iPhones, which could stoke our appetites again for the gadget. Or not.

Chief among the changes for the new iPhones: refreshed versions, including a premium model priced at around $999, according to people briefed on the product, who asked to remain anonymous because they were not authorized to speak publicly. Apple made room for a bigger screen on that model by reducing the size of the bezel — or the forehead and the chin — on the face of the device. Other new features include facial recognition for unlocking the device, along with the ability to charge it with magnetic induction, the people said.

Here’s a look back at the last 10 years of why the iPhone still has us in its grip — so much that people keep coming back for more.