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.