Before the iPhone, some smartphone manufacturers (Microsoft) thought it was normal to wipe out the user's data with a mobile operating system upgrade.

The iPhone is a 3rd generation* product.

* Jared Spool's definition 1st generation - All about the technology. The Motorola brick phones.

2nd generation - Features - camera/games/ringtones/contacts/SMS/mms/mp3/games/voice dial/speakerphone/etc

3rd generation - Experience