The topic of the successful diffusion of innovations introduced by firms has been extensively studied in the marketing literature, much research has sought to identify variables useful for segmenting consumer into innovators and later adopters. This research paper examines a new hypothesis of technological diffusion process among consumers. More specifically, building on the case of iPhone, a multimedia and Internet-enabled mobile phone recently launched by Apple, we consider three dimensions affecting the success of the innovation process: the consumers' characteristics, the innovation characteristics and the communication process.