With the launch of yet another device this year (the iPhone 4G, of course) Apple’s CEO Steve Jobs has once again brought the media spotlight back to advanced smart phone market and their applications - rather than the tablet format that the iPad created so much hype about earlier in 2010.
Jobs has described the device as "the biggest leap since the original iPhone"... But is it?
Sure, the original iPhone was a jump from the rungs of the traditional lunar capsule of Personal Computing and MP3 players that was Apple's existing domain... but it was hardly the huge step that he is now claiming it was. Others were already in the market with similar and comparably better or higher specification mobile phones.
The giant leap was in the creation of the App Store, the method of distributing small programmes that further enhanced the functionality of the device. This led to a micro-industry of bedroom developers building things they wanted or needed ... then Apple cleverly allowed them to give away or sell their work (provided they gave Apple a cut of the profits).
Lets just be careful . Don't let 'The Book Of Jobs' be the only historical document we refer to in the future.... or we may find that he claims he was first to walk on the moon (or water) as well !
Note: If you are passing an O2 store in London first thing tomorrow morning, you may see me queuing outside for my 4G iPhone
