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 user to have options to decline a phone call when a person is calling them. The user can reply with a message, or set a reminder to call them back at a later time. The layout of the music library is similar to that of an iPod. The iPhone can sort its media library by songs, artists, albums, videos, playlists, genres, composers, podcasts, audiobooks, and compilations. Options are presented alphabetically, except in playlists, which retain their order from iTunes. The iPhone uses a large font that allows users plenty of room to touch their selection. Users can rotate their device