RELATED SECTIONS : Apple / Cell Phones & PDAs / Shift / iPhone
SHIFT: Can the iPhone be everything to everyone?
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Attention all technology companies: you have three months to get your act together. Start pedaling now because in June Apple may steal your business. Why all tech companies? Because Apple's software development kit (SDK) announcement today revealed the real scope of the company's ambition for the iPhone. Not since Dr. Bronner's Magic Soap (it's shampoo! Laundry detergent! Mouthwash! Massage oil! Dishwashing liquid!) has one product tried to be so many things to so many people.

The iPhone threatens to replace the BlackBerry for corporate users, the PSP for portable gaming and entertainment lovers, and the SideKick for tween IM freaks. With its accelerometer-friendly games, it's taking on the Nintendo Wii. With its pill-identification application it's even trying to sneak its way into your doctor's white coat pocket. The new iPhone software flexibility will turn the iPhone from an impressive product to a great one. Click Continue to read more about what the iPhone SDK announcement means for you, whoever you are.

Cracking the CrackBerry
When I learned that Apple was probably going to announce push e-mail today for the iPhone, I was a little worried. Push e-mail is what makes the BlackBerry so popular among businesses: it's the "crack" in CrackBerry. And it doesn't just mean that you'll get e-mail immediately without having to hit "reload." The new software also allows your company to delete all of your e-mail at any time. Sure, it's a useful feature in case of theft, and it probably won't affect non-corporate phone owners. But for those users it's a constant reminder of their creepy corporate overlords. I worried that the iPhone would lose its "cool" and become just another tool for corporate drones — the crystal meth to BlackBerry's "crack" image.

I shouldn't have bothered worrying that the iPhone would become just another BlackBerry or Treo, however. The enterprise aspect of the announcement turned out only to be a small part of Apple's master plan. By the time Jobs and Co. finished talking about Spore, Sega and AIM, the corporate mumbo-jumbo was long forgotten. The announcements were so awesome-looking that it's easy to forget that the phone is already an MP3 and video player and Web browser. Also, it's a phone.

Complaints, Complaints
Of course not everybody's going to be perfectly pleased. Apple will not be allowing users to develop and distribute SIM unlock software, so some users will still be taking their phones off the grid, voiding their warranty and enraging AT&T as they go.

And the iPhone's browser still won't be Flash-friendly, leaving users no way to access awesome websites like this one and, well, this one (at least parts of it).

Some will complain that all these new applications will be available only through the iTunes store. I've criticized Apple many times and am frequently called an Apple hater on this site. Not this time. It makes sense that Apple does business through its store. It's one of the company's safeguards against anyone creating damaging apps, and it's not some unexpected surprise. If iTunes really bothers you, you should have a Windows Mobile-based phone. Nobody was expecting Apple to change its entire business model today just because customers had been unlocking its phone.

Finally, there will be some grumbling that consumers won't actually get to use any of the new software until June. They'll only be grumbling until June.

Winners and Losers
I predict that in June we'll see an amazing array of programming for the iPhone, much of it free. I believe these programs will go a long way towards convincing people not to hack their iPhones. Those hacks will become niche operations run by die-hards whom Apple never had a shot at convincing in the first place.

Is Apple attacking too many markets at once? Besides the doctors, lawyers, gamers, casual gamers, movie watchers, businessmen, and teenagers, the company is going to institute parental controls so that you can give an iPhone to your toddler. Can it be successful in all these areas? Is the company, and by extension the iPhone, spreading itself too thin? I don't see it that way: all of the individual programs look too strong. The iPhone is an expensive product, so I don't expect the change to happen all at once. But slowly, steadily, Apple is going to consume the cellphone and PDA markets, even as it begins to gnaw its way into other areas like the portable-gaming sphere. Other tech companies are going to feel it, unless they come up with some pretty amazing products, stat.

         
Comments

The iPhone still is certainly not a BlackBerry replacement. Being able to delete emails is a minor, almost irrelevant feature of what Blackberry offers.

I ask that you please remove you head from SJ's sphincter before you comment on the mobile industry again.

Stfu man, he is speaking in truths, for people who havent gotten a blackberry, this will be a more enticing option, not to mention colleges have already started picking them up for students, because of their abilities, even BEFORE this june update hits

What advantage will the Blackberry now offer (after the iPhone's 2.0 update) for the business user other than a physical keyboard (which I don't want)?

Wow. Three Davids in a row.

Seriously, though, there's nothing that special about the Blackberry, other than the way in which the initial models were the "least painful stick" with which to hit executives, that in return gave them email on the go in a format easier for them to understand than their laptops.

I'd love to hear what the first David thinks, aside from name recognition, the remaining advantages of the Blackberry will be come June...

Objective C lulz

Most people seem to forget that RIM doesn't exactly have a monopoly on smart phones. The iPhone will only challenge Treo/RIM/et. al. for the corporate market when they find a way to incorporate Exchange support.

Nor will apple be innovating in a vacuum, especially when they had the wonderful idea of locking service in to AT&T. Its price alone limits it from "consuming" the cell market and considering Meizu's crack team of reverse engineers it may not exactly take off in Asia either.

expect the same on the iPod touch w/o the contracts

hello, exchange support was one of the first things they discussed. Next.

Replace the PSP taking on the Wii!? Ha don't make me laugh the iPhone and iPod Touch arn't anywhere close to as capable as the PSP or the Wii. Also Apple with the exception of EA is not liked by most of the game developers.

"And the iPhone's browser still won't be Flash-friendly, leaving users no way to access awesome websites like this one and, well, this one (at least parts of it)."

After their is 15 million of these phones floating around, they'll rewrite their websites for the iPhone, probably without Flash anywhere to be seen.

Considering that the iPhone accounts for 70%+ of all cell phone web traffic, it will be hard to ignore. Plus, by this time next year, Apple will unquestionably have the largest portion of the US smart-phone market.

CrackBerry users please move to the back of the bus.

I think the author is getting a little too excited. RIM does offer a lot more then iPhone for corporations handling thousands of devices. Competition is always good so I welcome the move.

Now to say that iPhone is taking on portable gaming like DS and PSP AND console gaming like Wii is a little silly to say the least. It's the Apple hype machine at it's bet though.

I think the iPhone has great potential but it's a long long way off from justifying it's insane price and even more insane monthly (one choice) operator cost (UK) £329 for phone & £35 x 18 months.

Give me 3G, MMS, GPS and shrink the device a little...oh and remove the tacky chrome ream and it's a good start ;)

"After their is 15 million of these phones floating around, they'll rewrite their websites for the iPhone, probably without Flash anywhere to be seen."

And what a glorious day that will be! For the death of the Flash parasite alone, I root wholeheartedly for the success of the iPhone.

With all these developments, WebKit (incl. SVG) and no Flash, the iPhone suddenly became very interesting

Push email is provided via Server Activesync, a technology to provide push-email,calendering and contacts over GPRS/Edge - see here for the MS take, and press releases from Apple and MS:

http://msexchangeteam.com/archive/2008/03/06/448367.aspx

Remote wipe is NOT a feature to delete your email. Be a little better informed before writing.

Remote wipe allows the user to log into Outlook Web Access 2007 and wipe their phone if it gets lost or stolen. As everything is synced up to the exchange server, nothing should be lost (music, ringtones, pictures should be synced via itunes) and your information remains secure. Yes the sysadmin, security guy, helpdesk or whoever might be able to do this too, but usually if you phone them up and ask them to.

It's neccessary for corporate users as their are regulations in place that must be adhered to.

If you were syncing your email AT THE MOMENT via IMAP, then of course "corporate overlords", apple or whoever provides your email could delete your email at anytime just by emptying your inbox at the server end.

More worryingly at the moment, if you don't have a password on your device, someone can pick it up when you leave it unattended and delete your email (then sync it back via imap). Thankfully, Server ActiveSync can enforce a device password too, to make sure that doesn't happy.

Flash will be there sooner or later. Jobso and Adobe are in a pissing contest and I just suspect Steve will win in the end.

I dunno about making unlocking a niche, I mean for a lot of consumers like myself where we will gladly pay for a fully supported iphone but apple has not announced a carrier yet or at present have no plans to bring it to the market there is no other option if you want one but to unlock it to work with the local carriers.

Err, I was under the impression that the iPhone supported push email from the beginning, using the IMAP IDLE protocol (RFC 2177).

Claiming that Blackberries, Sidekicks, PSPs and Wiis are in any danger of being replaced en mass by the Iphone is absurd hyperbole.

The iphone may pick up small pieces of those markets, but anybody who really needs email and IM also REALLY needs a physical keyboard. Anybody who really wants to play games on the go REALLY needs gaming controls and some decent power. As for "taking on the Nintendo Wii", that's just idiotic.

The Iphone is very nice for casual use, but for hardcore users, there are too many compromises.

I'll check back this article in one year. Thanks.

Nokia has been ahead in terms of having an all-in-one device. See N-Series (http://www.nseries.com/). If Apple can manage to fit a 3MP+ camera and have acceptable picture quality then yes, Apple will have a contender, otherwise it's leaving the P&S-camera-replacement buyers out of the picture.

"After their is 15 million of these phones floating around, they'll rewrite their websites for the iPhone, probably without Flash anywhere to be seen."

Um, the word you're looking for is THERE.

...and soon the iphone will walk on water, do the whole loaves and fishes thing, and bring lazarus back from the dead. Get over it people. None of the tech in this thing was created by apple, nor do they implement it better than anyone else. It wont replace the blackberry (on screen keyboards yuck), the psp (not that I game much but there's no way they can have full fledged games in a crappy phone), or anything else. Get over it, you take all the obvious shortcomings of the phone and hold them up as virtues. For petes sake it's not even 3g yet. To all the people who bought one of these things when the android handsets start making it to market be prepared to suffer buyers remourse, to those of you debating it...wait for a truly revolutionary series of handsets from scores of handset makers, which go way past all the mac hype.

"Replace the PSP taking on the Wii!? Ha don't make me laugh the iPhone and iPod Touch arn't anywhere close to as capable as the PSP or the Wii. Also Apple with the exception of EA is not liked by most of the game developers."

That doesn't matter EA is the game market. oh and activison blizzard.

You guys have your head in the sand. The iPhone's acceptance is going to skyrocket. iPhone "a long way from a BlackBerry?" In 8 months of sales, the iPhone is #2 behind Blackberry and that's without having enterprise features or killer games.

Everyone who sees the iPhone wants one. The only thing stopping them in most cases is their corporate acceptance.

Laugh all you want now, but I predict in a year, Apple will either be equal to, or surpassed Blackberry in new smartphone sales.

Apple will push hard, but blackberry won't go anywhere anytime soon. Use blackberry, treo and iPhone for a week for serious company email exchange (i am talking 50+ emails a day), then tell me what you want to use. I tried, blackberry is the only way for now.

if you start talking about corporate use, please understand what "corporate" is about and security measures are used, iPhone is far from being usable for now.

The iPhone is the most important computing device in the world. It is absolutely everything that Apple says it is. Down with the OLPC. I want to see iPhones given to all humans, starting with poor kids and folks with disabilities. The 'interface' (in quotes since it almost doesn't exist, it is so transparent, so infinitely customizable that it can really do almost anything. Love Apple, hate Apple, who cares? Actually, if you do not have an iPhone, then you really have no idea what you are talking about. Why must you always have an opinion on everything?

Although the iPhone is a beautiful piece of technology, it's definitely not perfect. Replace the PSP, I don't think so. Steve Jobs, in all his wisdom, decided the iPhone would be as close to buttonless as possible. So you've got this great looking wide-aspect screen and while you play a game on it, guess where you're fingers are ? That's right, blocking the left and right sides because the ONLY way you can interact with it, is by touch. Would it have killed Steve to include a couple of buttons and/or a joy pad ?

Although the iPhone is a beautiful piece of technology, it's definitely not perfect. Replace the PSP, I don't think so. Steve Jobs, in all his wisdom, decided the iPhone would be as close to buttonless as possible. So you've got this great looking wide-aspect screen and while you play a game on it, guess where you're fingers are ? That's right, blocking the left and right sides because the ONLY way you can interact with it, is by touch. Would it have killed Steve to include a couple of buttons and/or a joy pad ?

I personally think the Iphone is much better than Blackberry in many ways. I read a news article saying that in 2009 Apple plans to announce the Iphone PM. It is a smaller more futuristic looking and has more options. I will post a picture here later as soon as I find it.

"Replace the PSP taking on the Wii!? Ha don't make me laugh the iPhone and iPod Touch arn't anywhere close to as capable as the PSP or the Wii. Also Apple with the exception of EA is not liked by most of the game developers."

This statement is simply WRONG- the iPhone (and iPod touch) has a 612 MHZ proccessor- the PSP has a 333 MHZ and the DS has only 67 MHZ! The Wii only has a 1.1 GHZ processor, and it's a console. The iPhone definitely has the ability to run some serious games (did you SEE the version of Super Monkey Ball they wrote for the iPhone in less than 2 weeks?), easily as or more capable than the PSP or DS, so don't be knockin' it!!!!!

I really look forward developing for the iPhone (as soon we aussies CAN join the developer program and legally get an iphone), but with the pie where the iPhone is against other smartphone's is a bit deceptive. If i'm right, the number of iPhones represented in the pie are all iPhone's, only a small percentage are business users and can be compared against the bb and other smart phones. In reality apple has a tiny percentage of the mobile phone market and a tiny percentage of the business market.

Even though in numbers apple would be a small player, it's impact on the market is surprisingly large and the penetration achieved (even if it's tiny) is quite amazing given it's on the market for 8 months or so. For example how many mobile OS releases did Microsoft need before they got finally something that could penetrate the mobile market?

Hi all. I have an iphone and I must say this much about it - it really is an exceptional piece of tech. Not everyone has to like it and most people automatically diss the phone purely because its so been so hyped. It doesn't have to be the best phone in the world, what makes it successful is that it is a good product. It isn't perfect but consider that this is the firs generation of the phone. PApples intentions riginally were to give it only enough power to do its most basic functions. Now that they have decided to open it up as a platform, they will surely introduce better hardware as time goes by. Blackberry is also very good, but it excels in only those features which it has been built around. iPhone is a true contender against those features and further, it can be truly great within whatever applications get written for it, and the blackberry cannot compete against its gaming power, or photo browser, or ipod, etc.

The true strength of the iphone lies in just two things which most other phones presently cannot compete against: free software updates, nd the app store. These two features allow iphone to evolve continuously whilst other models must be completely replaced to keep up.

But all that said, you know what I think is the best thing about the iPhone? The fact that it is forcing all other manufacturers to be more productive and innovative - which means better products for all of us, regardless of preference.

K, bye.

...oh and just one more point, Blackberry today is considered the standard for corporate use. It didn't get that way overnight. The product evolved with other products and technologies and slowly became what it is today because the makers invested in lots of research and development and geared the phone to suit the needs of their clients.

Apple is doing the same by listening to what people need and want and even if slowly - (if you can call several amazing updates in just a few months slow) - they are going in the right direction to include the all the right tools to provide users with a device that serves as a single solution for your mobile needs, rather than having to carry around several things in your pocket, briefcase, moonbag, etc.

I seriously doubt that iphone would overthrow PSP or any other console, including the DS - for a few reasons.

All these are established platforms for games with tons of games already developed for them, which means lots of money for not only Sony and Nintendo but also for Electronic Arts and all the other developers out there. will iphone enter the market as a contender, sure, but maybe not as a direct competitor.

I don't think that Apple will set iphone up as competition to any other gaming platform. The sensible route - which is most likely their strategy - is that they will market the phone as a great tool which can also play great games and hold its own - which makes it a better phone for you to choose over blackberry or Nokia if thats the sort of functionality you want. This will only mean more money for guys like EA, and Sony can port their games to the iphone and thus make more money for themselves, and the same with Nintendo or anyone else who wants to develop new or port existing games to the phone.

PSP sales won't go down because iphone can have its own great games and Apple won't likely enter the market seriously for games because it simply isn't big enough to interest them. In his 2007 keynote where he unveiled the iphone for the first time, Jobs showed stats in markets for games, computers, phones and mp3 players.
They entered the phone market because there were almost a billion phones sold during 2006 - which is HUGE! Their current goal is to sell 10milion phones in 2008, which is only ONE PERCENT of the market. Only about 26 million game consoles (or less) were sold in the same period - worldwide!

Even if Apple somehow dominated the gaming market, the result wouldn't be significant compared to their other current product lines. In that same keynote he mentioned that they were selling their hundred millionth iPod - they'd never sell that many consoles if they had the only game console on the planet.

So the conclusion: iphone is going to be a great product because it is greater than the sum of its parts. Awesome phone. Contact list. A smart PDA. Great games. Your music library with you. On-the-go movies - including the latest rentals. TV Shows. Podcasts. Amazing and secure Corporate tool. Useful Maps features with traffic and directions. Direct internet access. Facebook. Banking. AIM. Photo library. and of course any app written to specifically meet your needs for work or play.

And to be honest, I don't think we need be concerned that Apple will fairly police the apps written for the device. They don't stop people from using IE or Firefox as browsers on their macs, they encourage the choice because it helps them sell more Macs. Choice and usability will sell more iPhones and thats where they make their money so they will likely encourage good apps, even if its a direct competitor to their own apps.

I thin your right about taking on psp and others. ppl today think "i want a psp and N95 and ipod and McDonalds"
Apple is promoting iphone as a better choice over nokia and palm and others. They want ppl to think "i want iphone and psp and and and" the only competition they are targeting are other phones. thats the botom line.

I thin your right about taking on psp and others. ppl today think "i want a psp and N95 and ipod and McDonalds"
Apple is promoting iphone as a better choice over nokia and palm and others. They want ppl to think "i want iphone and psp and and and" the only competition they are targeting are other phones. thats the botom line.

I thin your right about taking on psp and others. ppl today think "i want a psp and N95 and ipod and McDonalds"
Apple is promoting iphone as a better choice over nokia and palm and others. They want ppl to think "i want iphone and psp and and and" the only competition they are targeting are other phones. thats the botom line.

""I thin your right about taking on psp and others. ppl today think "i want a psp and N95 and ipod and McDonalds"
Apple is promoting iphone as a better choice over nokia and palm and others. They want ppl to think "i want iphone and psp and and and" the only competition they are targeting are other phones. thats the botom line."""

phones, games whatever, they just like all coporates, they want to sink there mits into as much money as they can get.

I'm glad they're finally letting us delete multiple emails at once. Aside from that, I wish thye give us better integration between email, sms and notes, with copy and paste thrown in.

on a side note though, one thing that always bothered me about iphone sms is that you can't forward or delete individual sms's. it really bugged me until recently when I realised that not once in the months that I've had the phone have I needed to use those features. Still, it would be nice to have the option, just in case.

@JEZ AT 9:10 AM ON 03/08/08:

And you would be incorrect.

I bought one for my wife and after the first week nothing but problems. Had to pay AT&T $40.00 for a restock fee after one of there people really messed it up. They have so many problems with those and the Itouch I heard from a big retailer that alot are returned, they recommend insurance highly. I will not buy one for myself like I was going to. If microsoft would come out with one with windows would be nice.

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