> Was the iPhone the first device to come with that concept?

Far from it.

Before Apple, carriers and handset makers 100% controlled what you could install. "App stores" like Verizon's Get It Now, BREW, and Nokia’s operator portals existed, but they were fragmented, clunky, often exploitative, and comparatively laughable in scope and scale.

Apple did what seemed impossible at the time, which was to persuade/cajole/force carriers and handset makers to give up their roles as gatekeepers. They created a single global marketplace with mostly-predictable rules and simple discovery, which finally allowed indie developers to reach users directly just as easily as global behemoths.

Remember when Verizon was sued for forcing device makers to disable Bluetooth file transfers if they wanted their device to be allowed to connect to Verizon's network?

Verizon wanted you to have to pay a fee every time you used their software to transfer an image from your phone to your computer, or vice versa.