Apple's execution skills enabled them to succeed using an 'obvious strategy'that others couldn't pull off. That does not mean they "invented" the idea/strategy or that it was overly "original" (e.g. the buttons).
The true innovation of the iPhone was the global re-thinking of the software of iOs, and its relation to a phone. Recall, it was only 2.5G when it came out, one of the reason for "apps", was bandwidth efficiency, in addition to custon form factor. The misery of surfing flash-enabled desktop websites on 2.5G was not appealing. From there, there was the obvious need to maximize screen real-estate. hence, the elimination of the (physical) buttons. Soft keys, Icons, touch etc. were not per-se innovative in 2007.
The adoption of gesture based touch is obvious to anyone who saw Jeff Han in 2006 TED (well before the launch of iPhone). That's not to say apple was not innovative independently. The form factors and underlying tech vary widely.
The true innovation of the iPhone was the global re-thinking of the software of iOs, and its relation to a phone. Recall, it was only 2.5G when it came out, one of the reason for "apps", was bandwidth efficiency, in addition to custon form factor. The misery of surfing flash-enabled desktop websites on 2.5G was not appealing. From there, there was the obvious need to maximize screen real-estate. hence, the elimination of the (physical) buttons. Soft keys, Icons, touch etc. were not per-se innovative in 2007.
The adoption of gesture based touch is obvious to anyone who saw Jeff Han in 2006 TED (well before the launch of iPhone). That's not to say apple was not innovative independently. The form factors and underlying tech vary widely.
Just some context worth considering.