been described as "revolutionary" a "breakthrough handheld computer", and "the best phone that anybody has ever made." It is now Apple's bestselling product, has been credited with helping to make Apple one of the world's most valuable publicly traded companies by 2011. Newer iterations have also received praise and awards. Before the iPhone, smartphones were mostly used for texting, calls, and email; more advanced functions were harder to use and inconvenient on a small screen. They were also hard to develop for, and lacked a thriving app ecosystem like the App Store (released in 2008). Many phones were heavily customized by mobile carriers, which led to feature fragmentation and prevented these phones from turning into thriving software platforms. In contrast, Apple's iPhone SDK provided a wide range of APIs, made mobile development far more accessible, and was instrumental in turning the iPhone into a "Swiss army knife" with a wide range of features and apps. Successive iPhone models have generated significant fan enthusiasm, with many customers queuing up in front of Apple Stores on launch day. As of 2021, the iPhone has higher brand loyalty than any other smartphone. The iPhone's success has led to the decline of incumbents Nokia, BlackBerry, and Motorola. RIM, Symbian and Microsoft all attempted to develop more modern operating systems to compete with the iPhone, like Maemo, Windows Phone, and BlackBerry 10; all were unsuccessful. Google successfully started over on their Android project, and designed it for mass adoption by carriers and phone hardware manufacturers. Today, the iOS and Android account for 99% of smartphones used worldwide. Sales Steve Jobs's initial target was to reach 1% of phone market share in 2008. Apple sold 6.1 million units of the original iPhone between Q3 FY2007 and Q4 FY2008, and 11.3 million units of the iPhone 3G in Q4 FY2008 and Q1 FY2009. In 2008, the iPhone reached 1.1% of worldwide mobile phone market share, and 8.2% of the smartphone market. During this time it was quickly becoming relevant in North America, and in market share was ranked second in the U.S. in 2009, behind the BlackBerry; in 2010 the iPhone 3GS was the best-selling smartphone in the U.S., the first time that an iPhone device reached top spot in that market. iPhone sales grew continuously year-over-year since its introduction until Q2 FY2016. The iPhone briefly surpassed BlackBerry in Q4 FY2008, and permanently overtook it starting in