IPhone the success of iPod campaigns, allowed the phone to become a mass-market product with many buyers on launch day. Some market research has found that, unusually for a technology product, iPhone users are disproportionately female. "Ars Technica" noted in 2012 that Apple had avoided 'patronizing' marketing to female customers, a practice used (often to sell low-quality, high-priced products) by many of its competitors. When then-CEO of Research in Motion Mike Lazaridis pried open an iPhone, his impression was of a Mac stuffed into a cellphone, as it used much more memory and processing power than the smartphones on the market
IPhone 5S iOS 7 and OS X Yosemite (version 10.10) noticeably departs from skeuomorphic elements such as green felt in Game Center, wood in Newsstand, and leather in Calendar, in favor of flat, colorful design. iOS 7 adds AirDrop, an ad-hoc Wi-Fi sharing platform. Users can share files with the iPhone 5 onwards, the iPod Touch (5th generation), iPad (4th generation) onwards, or iPad Mini (1st generation) onwards. The operating system also adds Control Center, a control panel accessed by swiping up from the bottom of the screen. Control Center contains a number of commonly used functions, such as volume and brightness