It's no one thing. For instance, iPhone and iOS 9 work seamlessly together. They enhance each other, which enhances your experience. The iPhone camera makes taking stunning photos and videos incredibly easy. So easy in fact that it's become the world's most popular camera. iPhone has the App Store, iCloud, FaceTime, Messages, and Touch ID. Things that work so reliably well that they're more than features. They become essentials. iPhone is also secure. And it looks out for your privacy and health. So iPhone is iPhone for many reasons. And one unshakeable belief. That, above all, a phone should be absolutely simple, beautiful, and magical to use.