More than a decade ago, Steve Jobs unveiled the iPhone, and nobody knew quite what to think. It was expensive; it didn't have 3G; there was no physical keyboard and the touchscreen didn't have a stylus.

Critics said that Apple was entering a bear pit where profit margins were low and tastes changed quickly. Not everyone was convinced it could repeat the success of the iPod.

Steve Ballmer: 'No chance of any significant market share'

Then Microsoft chief executive Steve Ballmer's comments on the iPhone would come back to haunt him. He predicted that it would be a niche product and that Microsoft would dominate the smartphone.

There's no chance that the iPhone is going to get any significant market share. No chance. It's a $500 subsidised item. They may make a lot of money. But if you actually take a look at the 1.3 billion phones that get sold, I'd prefer to have our software in 60 per cent or 70 per cent or 80 per cent of them, than I would to have 2 per cent or 3 per cent, which is what Apple might get.

In the third quarter of 2016, the iPhone had a market share of 11.5 per cent. Windows Phone had 0.4 per cent.