I stood in line for a few hours the day the iPhone came out in 2007. I had been using various cell phones before then, but the iPhone was revolutionary. I didn't have to wade through sales pitches and confusing marketing to figure out which features I needed to pay for. Everything was included for a single price, and the price only depended on how many minutes I needed each month.
Cell phone companies have recovered some ground. Monthly fees depend on how many minutes AND how much data you want, as well as whether or not you want to tether a laptop or other device to the phone (that was always off the table with the first iPhone). If you want to upgrade more often than every two years, that's another new monthly fee. Not quite as bad as before the iPhone, but getting more complicated so you don't realize just how much you're paying for spotty service. Until we have real competition in the cell market, this will be our future.