Introduction
With the introduction of the new version of the iPhone and the iTunes application store, Apple has demonstrated the combination of a few critical components that should make every smart digital marketer sit up in their chair and start brainstorming on how their brand can get a share of voice with this prime audience.
First, the progression of widgets from the desktop computer to the iPhone clearly demonstrates how you transition an audience from free content to almost $500 million per year with small bits of utility unified across screens, regardless of where they are. Yes, it is the monetization of widgets, in plain sight.
Second, and most importantly, these small interactions spread across multiple devices are the future of your brand. As of right now, and certainly as more carriers adopt similar mobile platforms, the way to drive awareness and action will not be through a funnel.
As my mother likes to say, "I'm not going to tell you 'I told you so.'" If you would like some basics on how to leverage the iPhone for your brand, start with this article I wrote more than a year ago on iMediaConnection -- "Give Your Brand the iPhone Halo."
But last year was last year. Now that the applications have launched on the iPhone, what can we learn? Following are the highlights of what I've seen in the Apple application store, how they're leveraging unique iPhone technology, and where the opportunities are for brand marketers.
