The Apple IPhone announced today is truely the state of art in industrial design. It is by far the most comprehensive and compelling phone ever invented. Although they had a great product with the Apple TV (iTV) and are delivering a compelling media controller for the phone, the IPhone has blown away anything that CES has to offer.

There are some things that you may have missed:

• Steve Jobs showed the Beatles on Itunes. It is our understanding that Apple Corp (The Beatles Holding Company) has not agree to any digital rights however Jobs showed in on the IPhone and Itunes today.
• Cisco and Apple have negotiated rights to the trademark “IPhone” but it had not been signed at the time of the announcement
• The Operating System in the Phone is Mac OSX. This means that it is multitasking user system but it also the world’s first BSD powered phone
• All aspects of syncing is going to be done through Itunes, not ISync as originally suspected.
• IChat Video is not part of this release of the phone because the camera is on the back of the phone not the front of the phone. I believe that this will come in time.
• There is no VoIP Client (iChat) probably because the relationship with Cingular
• The Safari browser has tabbed view with a quasi cover flow metaphor
• It is the first phone to take mashups to the next level, indeed it could be the first mashups on phones
• Localized services are very imporant for the phone experience going forward
• Cingular’s partnership is exclusive which means Apple got some concessions but the only one announced is the visual voicemail

Apple today upped the stakes today and created a real challenge for Motorola and Nokia, not from the sales figures but from a customer perception. The current crop of smartphones now look pretty average.

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