Lots of people spend energy discussing what iPhone can and can not do, compared to its competitors like HTC, Nokia, Sony Ericsson, Blackberry and many more. Some are of the opinion that iPhone is the largest invention since the wheel was discovered, and others think it is a hoax. What is the real strategy behind Apples’ work on this product?

iPhone is not foremost a telephone. iPhone is a small computer and media player that you also can make phone calls with.

Apple has made the first handheld computer platform that is so user friendly that you and me actually want to explore its potential it can offer you. Everybody that has dealt with the smart phones, PDAs’ and pocket PCs’ in the mobile and computer industry, knows that it is not something to be taken for granted. You will not be in love with a smart phone that is all other than smart.

On the iPhone you can read e-books, call for free on SKYPE, play electric guitar, drive car games, or play poker, check the TV programs, measure if my shelf is leveled right,. I can check my Twitter account, as I can check my e-mail, surf on the web and all the other things the phone is meant to do. I an also make my own programs on the gadget with the Apple SDK.

Several free or paid ad-on software like video recording and such, makes it possible to create some personality to my iPhone, which is not always something that can easily be done with the average cell phone.

The selection of free or shareware type of software is tremendous already, but is nothing to what will be available partly for free, and partly towards payment when Apple launches their shop for iPhone software in their AppStore.

Lots of the hacked iPhone software available now can be characterized as hobby projects, but after Apple opened up their platform for developers through their Software Development Kit for iPhone. Lots of serious software developers has entered the race to be the first and best iPhone developers in the market.

This is where the iPhone strategy differs. People are used to pay for music, movies and tv-series to their iPod or iPhone in iTunes Stores already. Then the road to shop software for a few bucks is short. All evidence points into the direction that user friendliness and shopping selection in AppStore will be in its own class, and differ dramatically from what the other cell phone producers can offer. How many times did you shop for software to your Nokia or SonyEricsson?

Just like with the iPod, Apple is building a closed eco system around the product. iPhone software will only be purchased through the AppStore, not very user friendly but it works. This is how the iPhone will become a money machine, that will tap into your account every time you just have to have that application you need.

With the 2.0 version of the iPhone release on July 11th Apple targets the business segment of the market as well. Integration towards Microsoft Exchange, high level of security and support for the push technology enables new email to automatically come into iPhone. At the same time the changes you make in your contact list or calendar at work will be updated on the iPhone.

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