From monopoly to mobility: the iPhone lesson
In 2007, the iPhone was more than just a new phone. It upended the established telecommunications model. At the time, mobile carriers controlled nearly everything: approved devices, enabled features, and available services. Phones were locked down, restricted, aligned with the carriers’ vision.
Traditional cellphone manufacturers, comfortably entrenched in a stable arrangement with carriers, were also caught off guard by the iPhone’s arrival. Their business model relied on standardized devices built to carrier specs, not particularly innovative, but sold at scale. Software innovation wasn’t a priority as long as the volumes were there.
The iPhone broke that equilibrium. Unable to pivot quickly to software-centric platforms, several giants like Nokia, BlackBerry, and Motorola saw their dominance collapse. Apple’s intuitive interface, app ecosystem, and vertical integration redefined user expectations and shifted the focus to customer experience. Google followed up with Android, pursuing a more open approach but still centred on user empowerment.
The App Store solidified this revolution. By opening a platform to third-party developers, Apple triggered an explosion of innovation. Apps became the cornerstone of the digital experience. Carriers, once the gatekeepers of mobile services, were relegated to simple connectivity providers. Value shifted decisively toward software platforms and services.
The stakes are similar for automakers today. Restricting usage, keeping tight control over the user experience, or limiting interactions with energy systems ignore a shift already underway. Those who empower users to become active participants in a fluid, customizable energy ecosystem will gain a decisive edge.
V2G: returning power to the users
Today, an iPhone moment is brewing in the energy sector.
Electric vehicles are batteries on wheels. With V2G (Vehicle-to-Grid), they can do more than consume — they can store, redistribute, and balance energy. The user becomes an actor in the grid: producer, manager, and partner.
But this will only happen if automakers allow it — which is far from the norm. A few pilot projects exist. In Australia, the Nissan Leaf has been trialled in initiatives like REVS, but adoption remains marginal due to regulatory complexity, utility requirements, and manufacturer caution. Other examples — Renault with Mobilize and The Mobility House in France, GM with PG&E in California — are based on closed configurations, limited to bilateral agreements between one automaker and one utility.
This mirrors the mobile world before the iPhone: devices designed for closed systems (especially in North America), locked down by commercial agreements, and rarely interoperable. As long as this logic persists, large-scale innovation — open, interoperable, user-driven — cannot emerge. Automakers risk the same fate as the fallen telecom equipment giants. They may well be today’s BlackBerrys.
Electric utilities, long accustomed to central control, must also evolve. Faced with distributed, mobile, and autonomous resources, they will have to rethink their role. Like telecom operators before them, they must move from control to orchestration.
A New Energy Era
This new energy system cannot rely solely on the single-family home model — one house with an EV, solar panels, and perhaps a home battery. It must also work in denser urban settings: multi-unit buildings, office towers and shared parking lots. V2G will need to adapt to these environments through shared, intelligent, and integrated energy management solutions.
Just as the iPhone launched a wave of innovation — apps, new business models, mobile payments — it also transformed an entire industry. Some handset makers disappeared, unable to keep up. Meanwhile, telecom boomed: data usage soared, services diversified, new players emerged.
V2G could trigger a similarly profound shift in the energy sector. And unlike many programs dictated by utilities or supported by public subsidies, this transformation could be driven — and paid for — by the consumers themselves, just as it was with the iPhone. It is user adoption that could accelerate this revolution.
For automakers, this means rethinking the vehicle as an energy platform. V2G customers will often have solar panels and want to maximize self-consumption, which requires seamless integration between car, home, and grid. That demands advanced software, open partnerships, and optimized battery management. Those who deliver a smooth, secure, cost-effective experience will gain the upper hand. The first carmakers to implement V2G meaningfully will secure a strategic lead and set the standards for others.
For utilities, the challenge is just as strategic. They will need to manage millions of mobile energy assets they do not own. That calls for orchestration tools, dynamic pricing models, and the ability to interact with third-party platforms. V2G will accelerate the shift toward a more decentralized, flexible, and intelligent grid.
Traditional players will need to rethink their models. New, more agile entrants will emerge — in tech, home energy services, and distributed energy management.
As the App Store did for mobile, V2G could pave the way for open energy platforms. Third parties could offer new services: smart charging, shared storage, home automation, battery aggregation. The user — once a passive electricity consumer — would become the focal point of a dynamic, personalized, and decentralized ecosystem.
The challenges are real — technical, regulatory, cultural — but the shift has begun. And just like AT&T and Rogers in the early iPhone days, those who adapt early may be the ones who win.
