However, the Cube didn't work differently from other Macintosh computers, it just looked different. People weren't willing to pay a premium for the design alone. The iPhone will both look and work differently from other phones, so the higher price may well be justified.

The Cube idea lives on in the Mac Mini, a rather more successful but less eye-catching small Mac.

• EWorld, 1994. This was Apple's attempt to create an alternative to America Online, then a pre-World Wide Web Internet service with bulletin boards and e-mail.

EWorld was easy to use and had an appealing interface, but closed after just two years, killed by its exclusivity — it was open only to Macintosh users — and a lack of marketing. Today's Apple certainly doesn't stint on marketing, and while it clearly favors the Macintosh, its iPod, the iPhone and some of its software work on Windows PC.

• The one-button mouse, 1983. There's not much to criticize about this design decision at the time it was made. Mice were new and Apple made an informed choice to use only one button for maximum ease of use. With only one button to push, there was no confusion.

But Microsoft Corp.'s Windows operating system showed that two buttons were useful and manageable, and Apple's one-button regime started to become a liability in the '90s, at least when it came to winning over Windows users. Despite this, Apple held out till 2005 before introducing a mouse that could sense right and left clicks.< Simplicity is great, but sometimes, less really is less.

• The iMac, 1998. The iMac was by no means a miss. It was a great success, helping Apple recover some lost market share in the computer business. It demonstrated that Apple could get ahead with products that are both functional and look great.

But when was the last time you were excited about an iMac? The craze faded pretty fast, and the iMac's greatest legacy may be the initial "i," now associated mainly with the iPod, and a few landfills worth of peripherals in translucent plastic, which the iMac made obligatory for a while.

In 10 years, will the iPod be remembered mainly as the ancestor of the iPhone? Or will it be the iPhone that's remembered only as a brilliant but short-lived inspiration, like the Newton? Nobody can say.

In consumer electronics, a decade is a lifetime, and everyone is mortal.