As the iPhone Turns 10, Retailers Are Still Figuring Out How It Can Streamline the Purchasing Process

Even while offline shopping is increasingly a smartphone game

The iPhone celebrates its 10th birthday Thursday, and many news outlets will commemorate Apple’s pocket-size supercomputer and the always-connected impact it’s had on the culture. As they should. But here, let’s use this mobile milestone to examine whether retailers have adequately reacted to the seismic shift in shopping behavior that can be traced back to the device’s decade of popularity.