Nokia had 50% of the smartphone market in 2007. BlackBerry owned enterprise. Then the iPhone arrived. Six years later, Nokia was at 3%. BlackBerry at 0%.
Steve Ballmer dismissed it: "There's no chance that the iPhone is going to get any significant market share."
They all thought it was a phone. It was a platform.
It's happening again
The average enterprise runs 67 separate AI applications. 76% report problems from disconnected tools. Yet 66% plan to add more. This is exactly what happened in 2006. Companies supported BlackBerry, Palm, Windows Mobile, and Nokia simultaneously. Everyone hedged. Nobody picked. By 2012, everyone had standardized on iPhone or Android. The iPhone redefined what phones were for.
The real problem
Social teams juggle 8-12 tools before they even start work. They context switch 1,200 times per day. 63% report burnout. And they're optimizing for the current game while the rules change. BlackBerry had the best email. Nokia had the best hardware. They lost anyway.
Everyone's debating which AI model wins. Wrong question. In 2007, everyone debated Nokia vs. Motorola vs. BlackBerry. The winner was the app ecosystem. In 2026, the winner will be whoever solves how teams actually work.
What winning looks like
BlackBerry users in 2009 juggled email, calendar, contacts, and an iPod. iPhone users had one device. Social teams today juggle 8-12 tools with constant switching. Teams that consolidated make faster decisions, perform better, and don't burn out.
The best teams have better systems.
The window is closing
Companies are running ChatGPT, Claude, Gemini, Copilot, and Perplexity simultaneously. No strategy. Just hedging. The teams that picked iPhone early in 2007 had six years of advantage over the teams that waited. Search consolidated in 5 years. Browsers in 4. Smartphones in 6. Each cycle faster.
BlackBerry dismissed the iPhone as "one more entrant into an already very busy space."
Six years later: 0.0% market share.
We built MOD for teams that see where this is going. Five platforms. One workspace. AI that understands context, not just content.
