I think the true breakthrough was actually the iPod; the true "first" Apple phone https://en.wikipedia.org/wiki/Motorola_ROKR#E1 was a flop, partly because they allowed the various collaboration partners to hamstring its features. The iPhone took everything in-house.
> Even downloading an app or ringtone required going through all these scammy websites and you had to enter your exact Exact model number and pay somehow…then they would text you a link or something.
> Apple really cleaned up the ecosystem with the App Store. It made apps safe to download.
Correct. People (rightly) hate on the restrictive and profiteering nature of the App Store, but the telcos were even worse.