Simplicity: Each purchase represents a discrete function users require in a package that doesn't have a steep learning curve. Value: Customers are leveraging

Simplicity: Each purchase represents a discrete function users require in a package that doesn't have a steep learning curve. Value: Customers are leveraging the wisdom of crowds (aka popularity) to help them choose an application (aka functionality) via Apple's App Store. Barrier to Entry: The implementation promotion game includes the developer application process and cost, and the price point of the application. Not-Quite-Open Platform: at&t and international cellular providers' customers aren't limited by enterprise inefficiencies or by the device manufacturers; customers can upgrade their iPhone with ease. Leveraging Free Software: Apple is leveraging a customized version of BSD with a GUI brand/standard optimized for a single device (assuming cellular data technology is just a feature) instead of a product line. Operational Excellence: Apple is easing into the mobile market instead of throwing a bunch of devices at customers and seeing what sticks; that's expensive. Good Luck and The Global Economy: The iPhone was an investment during good times; customers are saving money and not looking to upgrade right now. Ecosystem: Customers are building systems that compete with the established software companies and service providers in each vertical by blending mobility with simplicity. Oh, and the Apple iPhone experience is good with the PC... it is better with a Mac.