Apple has been focusing its recent iPhone marketing efforts on applications. This is an approach I am quite pleased with as it has tremendous strengths in regards to expressing the ‘more than a phone’ capabilities of the device. Application distribution on iPhone is unmatched, and now with more than 10,000 apps downloaded more than 300 million times (on millions and millions of devices), it’s hard to argue with Apple’s marketing taglines in its new iPhone TV commercials – “Solving life’s dilemmas, one app at a time” and “This is when you realize, this is going to change everything.”

Read more on my O’Reilly Inside iPhone blog posting.