Do you remember when the iPhone was first introduced?

It was an exciting moment.

Like, I want to play you a clip here from Steve Jobs' keynote address at the 2007 Mac World where he first introduced this device.

And I want you to listen to the enthusiasm of the assembled crowd.

Three things. A widescreen iPod with touch controls, a revolutionary mobile phone,

and a breakthrough internet communications device. An iPod, a phone, and an internet communicator, an iPod, a phone. These are not three separate devices this is one device and we are calling it iPhone wow those were the

days and then when we finally got our hands on those devices for the

first time, they were everything we had hoped they would be. They were slick and easy to use and

they were super useful and they were fun. But then, of course, over the years that followed,

our relationship with the phones began to sour. Now, a big part of this is

the attention economy platforms that realize there is money to be made in making us look at

these screens longer and longer. So they built their contrived addictive apps and soon we felt

obsessed with our phones. But also it's just clutter.

Over the years, we've added more and more different types of apps and services, some

useful, some that we've forgotten, some that become habits and some we wish we could get rid of.

And now this the whole screen when we turn on that device is a multicolored, garish distracting pile of exhaustion.

Wouldn't it be nice if we could go back to the way we looked at our phones in 2007?

Well, here's the thing.

I think we can.

In recent years, there's been a lot of interest in both the app space and the sort of

strategy space in figuring out how to transform the actual setup of your phone so that it is

much simpler and more fun, like the phones used to be when we first got them. And to do this

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