There was not enough time for these battles to be won and still make the iPhone delivery date. This would mean that politically, Steve needed to fight a two front battle with the Record Labels on one side and the cell companies on the other. Steve originally wanted to allow for iPhone users to create their own ringtones from iTunes music files. The 25 Ringtones That Had To Showcase The iPhone As Unique They had far more lucrative revenue models in the works. But the ringtone business was never a focus of Apple when creating the iPhone. In the early years, ringtones could cost up to $5 per tone. In 2005, the ringtone business was a billion dollar industry with the cell companies as the primary gatekeepers. There were cell phones that could play audio files as ringtones, but the process was cumbersome and fraught with challenges. When Apple began the development of what became the iPhone, it was clear that they would use high fidelity audio files and not simple low quality beeps and MIDI ring tones for a lot of reasons.

Although adequate as a call alert, it was far from ideal, and Steve had a particular dislike for the ringtone. Millions of cell phones, up to 1.8 billion times per day, echoed the monophonic and polyphonic version as the default ring tone. In 2005, the most popular ringtone in the world was an obscure 1902 guitar riff, the classic Nokia ring tone.

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