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
IPod Touch date has been introduced with the same release number of iOS as the contemporary iPhone model. Successive updates to iOS since the initial release in 2007 have released additional features. iPhone OS 2.0, released on July 11, 2008, introduced the App Store, which allowed third-party applications for the first time. iPhone OS 3.0, released on June 17, 2009, added features such as cut, copy, and paste, data tethering and push notification support. iOS 4.0, released on June 21, 2010, introduced iBooks, FaceTime, and multitasking. It dropped support for the first generation iPod Touch. In June 2011, iOS 5, the fifth