Apple's most classic slogan for 10 iPhone is: This is just the beginning (this is just the beginning), which is also considered as the slogan of the first generation iPhone.

The original iPhone: Apple redefined the mobile phone.

Iphone 3g: the phone you've been waiting for.

IPhone 3GS: the fastest mobile phone so far

IPhone 4: Very changed, very wow (that's how it changes everything)

Iphone 4s: the most amazing so far (the most amazing so far)

IPhone 5: by far the biggest (by far the biggest)

IPhone 5s: thinking forward

Iphone 5c: colors, colors, and then more colors (just so colorful)

Iphone 6/6 plus: bigger (not just bigger)