However, these prime periods have not lasted long. As the smart-phone market iwas overheating during this era, other competitors have followed. In 2007, the Apple’s very first device, “Ipthe iPhone” was emerging toin the industry, bringing its own innovative technology. At that time, the BlackBerry was considerend Ipthe iPhone asto be a regular and ordinary new entrant, so they were ignored Apple’s abilities. These came in the form of what it called the ‘killer app’ later on. ItThis refersred to a product or service that removes competitive products, as soon as they appear and, completely reorganizesing the market.