In 2007, productivity reached the cloud when the EU forced Microsoft to open the file formats to OpenXML and add an x at the end of our familiar file extensions .pptx, .xlsx and .docx. Google Docs also quickly floated cloud versions of each Office document format. However, in the same year, Apple launched iPhone without a view to file storage on the device. Since then a lot of startup innovation came from Dropbox and Box unbundling file storage from the OS, but software that enables the creation and editing of files on touchscreen devices has been less of a concern.