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The unprecedented success of the iPhone is a globally recognised fact. It is known to have broken profitability records, dominated its competition and overwhelmed the market. It is likely that you are reading this article through the screen of an iPhone, and it is equally as likely that if you glance around you will see several more similar to yours in the hands of commuters or crowds or co-workers.

The age of minimalism and Marie Kondo is well and truly upon us and the latest disruption in the retail industry reveals its efforts to keep up.