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While everyone is expecting Apple releases this month a new revolutionary device, I can help myself thinking that the iPhone success is far from getting is culminate point. Apple has already sold 40 millions iPhone across the world. Whereas the Steve jobs’ company managed to get “only” 8% of the global Smartphone market, it cumulates 40% of the whole industry profit.

Unfortunately for Apple competitors, this outrageous successful trend does not seem to be temporary; Apple has clearly built a unique and powerful business model – not only based on the iPhone, but the Appstore and iTunes - which will be very difficult to equalize. Apple is going ahead as the leader (in terms of innovation, profitability, customer satisfaction, graphic user interface) of the Smartphone market. Speaking of Market share, RIM is still first, however all the other cellular phone manufacturers are seen as followers nowadays.

But when I claimed that Apple is able to progress so much more, I meant more than getting a bigger market share in the western market. In fact, I think that Apple has everything to make affordable a special version of the iPhone addressed to the emerging countries. I think that the iPhone is the simpliest and most powerful IT device to access wirelessly to voice and data services (internet). The legendary easy-to-use GUI of the iPhone can work miracles in some emerging markets. Many (maybe all of them) iPhone users can testify that the iPhone can be used by anyone from your grandmother to your 3-year-old daughter or sister. The iPhone is probably the first high tech smartphone which can be used by people who had never use this kind of device before. The iconographic system is so efficient that you can even do many things without being able to read or write.

Given I applied to the iPhone development program, I was able to attend to the iPhone Tech Talks in Paris. So I did it, and it was very interesting... but I can not say more. Indeed, this event was under the Non disclosure Agreement that iPhone developers have to respect. Sorry dear friends. However, I promise you to let you know more about my future first iPhone application as soon as possible. Stay tuned!

For those who don't know this week's most important news surrounding Apple, let me quickly sum it up. Apple announced on thursday, march 6th the forthcoming availability of the Software Development Kit (SDK) for their famous and revolutionary iPhone. Planned to be released this summer (in june 2008), this very awaited breakthrough has seriously shaken not only developpers and the Apple fan community, but also all the entire computer industry and beyond...

Ineed what Apple has anounced sounds like a Mascletá during the fallas in Valencia:-) They have just dropped a bomb which is going to make the iPhone a new and successful development platform, such is the enthusiasm which has aroused this announcement. But they also created a lot of anxiety at their principal competitors (RIM (Blackberry), Microsoft (Windows Mobile), Sony-Ericsson and Nokia) and they even managed to find new rivals like Nintendo for example.

First and foremost the Apple SDK seems very simple, quick and easy to understand for a developer I mean :-) It seems so simple that even I would like to learn how to code just to create my own software for the iPhone. Most of the developers who had the opportunity to work with this SDK have claimed that it is possible to create a game or a pretty good software within a few days.

Secondly, with more than 4 millioN iPhoneS sold in hardly one year and 24% of the share market on the US smartphone market, just behind the Blackberry (41%), the iPhone is already a seductive platform for the developers ; indeed the number of potential customers is now already significant. So Apple doesn't have to conviNCE the developpers, they are already convinced and were expecting the opening of this new market. Thus, since thursday a lot of big softwares and video gamE companies have annouced that they are working on brand new softs for the iPhone. Among them are SEGA, Electronic Arts (Fifa, Need for Speed), Sun, AOL, etc. Futhermore for the first time, Apple has publicly used the expression "video games console" for describing one of its products. So they have now officialy entered on the mobile video game console market ; I'm not sure Nintendo appreciate that.

Thirdly, thanks to the next firmware update, Apple is finally going to implement in their amazing smartphone all the professional features (like the push email) which the iPhone missed up to now and which stopS the "Jesus phone" being a real blackberry killer. They even bought a Activesync licence from...Microsoft! Times are changing... I already know that a lot of executives were waiting for that to get their iPhone. Now Apple has granted their wishes.

Apple has just opened the door to an unlimited number of possibilities, that is the most exciting thing about this SDK : everything becomeS theoretically possible with the iPhone now. Besides It's not exaggerated to consider the SDK announcement as a new beginning or even as a rebirth for the iPhone. And you should know that not only the SDK uses almost the same roots and the same basis as Mac OS X, but to use it you have to install it on a Mac... this is again a good strategy to spread the Apple technology and develop the Mac development to its full potential. Obviously, Apple is definitely different from the rest of the computer industry, the only one which can engender so much expectation and desire. Thanks Apple :-)

I don't know what you think about it, but to my mind, this concept car made by Range Rover looks very awesome. More than beautiful, it is also eco-friendly since thanks to "its more compact size, lighter weight and sustainability-focused technologies" the LRX's fuel consumption is untill 25% less than the other Land Rover 4x4s and it also means reduced CO2 emissions.

But one of the most surprising thing I noticed about this nice car is inside. Indeed the LRX concept on board two touchscreens and one of which permit to "control the LRX's iPhone facility". In fact, the LRX seems to have one of the most practical iPhone docking station you can find in a car, according to the website Engadget. And it would be possible to switch on the car from the iPhone touch screen... That sounds really interesting.

If you want to know more and see this sexy 4x4 in real you should go to the Detroit Auto Show in January 2008.

Land Rover LRX concept using iPhone for more than just audio

iPhone integral part of Land Rover LRX concept

Land Rover LRX unveiled, courtesy of Auto Motor und Sport

Apple has a really good communication policy. They know how to sell seductive products in a persuasive way. As you were surely able to notice it, the iPhone and iPod success has showed it well. For that matter, I'm sure that many competitors must be really envious... However sometimes the so successful marketing machine plays some wrong note. But the charismatic Steve Jobs always knows how to take it easy when some embarassing troubles disturb the famous Apple keynotes conferences...

It's done! The iPhone is officially available in France since yesterday Thursday, November 28th 2007! Almost three weeks after the British and the Germans, the French can now also enjoy their "Jesus Phone". Contrary to the disapointing launch in United Kingdom (with the provider O2), France welcomed the very seductive Apple iPhone with great enthusiasm. In one day, Orange has announced that 2000 iPhones have been sold , and in twelve lucky cities including Lille or Bordeaux, several hundred people waited in the cold to be the very first to buy this amazing phone which had already shattered the telephony market. We will see if Apple and Orange will manage to keep up the buzz untill the end of December. I'm not worried for them...