[Gazoche]

Also, by the time the iPhone came out, mobile phones had already been ubiquitous for a while. People were already used to carry a slab of electronics in their pocket, so it was easy to rationalize the purchase of an iPhone as a replacement. At the very least, it was still a phone, with a sleek design and a futuristic touchscreen.

Plus Apple had already been very successful with the iPod line, so they weren't new in portable electronics and people were willing to trust them.