It's fascinating to watch the original iPhone launch ads from 2007 today. Everything they show seems somehow boring, obvious and generic, yet this was all totally new at the time. Now, of course, it's been copied into banality.
Plenty of discrete parts of this had been done earlier (I bought a SonyEricsson P800 in 2003 with a touch screen and apps, and indeed brought a camera phone back from Japan in 2001), but it had never been made to work like this before.
Also worth noting: no celebrities, jokes, fireworks or exciting visuals. They just tell you about the product. That was enough.