C. Content/Services
The iPhone is not just a phone, as evidenced by the vast
amount of content and services. Apple opened up its App
Store (distributing applications for iPhone) in July 2008. It
was estimated that Apple sold approximately $1 million in
applications each day during its first month of operations
[12]. By December 2008, it was estimated that 300 million
software applications had been downloaded, with Apple
revenues totaling $45 million [13]. As of January 2010,
Apple reported that over 3 billion applications had been
downloaded from the App Store [14]. This volume of
applications was achieved in only 18 months. The Apple
App Store has also been recognized by analysts as the top
mobile applications source. In a recent ranking, the Apple
App Store scored 90% in the categories of time to market,
attracting developers, device adoption/rollout, interface/user
experience, number/variety and appeal of apps [15]. This
can be compared to other mobile marketplaces that only
scored between 30% and 70% [15]. The success of the App
store is clearly part of the success of the iPhone as well.