This becomes a lot more dynamic if I know we share other interests in common, too. What if Home Depot showed me that other Tweeters were in the store? Or if TGI Fridays could allow me to interact with other Tweeting diners who are also planning on some jalapeno poppers tonight in my area? You've added an entirely new value to the experience.

Of course, that's only the beginning to enhancing the tangible experience of your brand with the iPhone. If we go back to the games analogy from earlier and add tweets and location, your brand becomes a living, breathing national game. Collect virtual tokens at each retail location, share or trade with friends for discount coupons, or level-ups, or….

Picture this
 
Last, but absolutely not least, is the way iPhone applications can integrate with the built-in camera. From the obvious applications like social networking and mapping come two bar code applications.

When I saw how easy it was to download the ability to read a variety of dynamic bar codes, it's like a direct line was opened to our nation's most affluent buyers. Any brand is a few bar codes away from adding an entire discourse of information, wallpapers, ringtones, application, videos and deeper engagement with iPhone equipped prospects.