About the project
Verizon took a pass on the iPhone when was first offered to them. Droid's dominance in the market helped motivate Apple to come back to the negotiating table with favorable terms. It worked. Verizon eventually inked a better deal with Apple. And the iPhone came to Verizon.
I can remember pitching this idea over the phone to the clients on Christmas Eve in 2010. It was inspired by the opening sequence in Back to the Future that I had just watched with my family days before. People had been waiting years for this moment to happen. Clocks seemed to be the perfect device to build anticipation towards the midnight launch that was looming.
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