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Apple has a great iPhone strategy. It starts with an attractive product missing critical capabilities -3G fast data rates being the most important one- to then come back with a -surprise surprise- 3G version causing supporters and media to deal with Apple for days on end.

I guess the same people that bought the 2G version will happily pay for the 2.0 OS upgrade of their existing devices or upgrade to the new model all together. The absence of MMS, front camera for video calls and video recording capability are omissions that could be new features in iPhone 3.0!

Despite the fact that Apple chooses to serve technology in small tasty portions, my hope is that the 3G iPhone will succeed in awaking the mobile telephone sector. And this not by only mobilising mobile businesses, but mainly through heightening user expectations and opening their eyes as to what they should expect from a good device and a good mobile operator. So here we go:

1. Data at the front: The 2G iPhone multiplied data use on mobile telephones. Whether this is thanks to the OS or its enlightened users, the fact is that data for once became important and attracted the attention of operators. Ah yes, at last data plans at reasonable prices became critical for wider consumer acceptance!
2. 3G becomes mainstream: Companies like Nokia have already sold millions of 3G devices, but the new iPhone marketed specifically as such a device is a good fact that will cement 3G awareness and its speed advantages over 2G. So much money has been spent on 3G licensing, it is time to make it mainstream and enjoy what it has to offer.
3. 3G networks put to the test: 3G data demand will be much greater than for the previous model. This will prove whether operator statements -that their network is sufficient- is true or not. In the second case, unavoidable network upgrades will be necessary sooner than later.
4. GPS and MP3 player: Are you sick of having lots of small discreet devices for independent tasks? Well I am and I definitely feel that having these features integrated in a single box is a move in the right direction. If it is thanks to Apple or somebody else I do not care, I just want it happen once and for all.
5. Cheaper: Pricing a mobile phone in the many hundreds of euros/dollars is not good for sales. Steve knows this, we know this. With $199/$299 models -as part of a plan- or whatever this will be in euros, the new iPhone puts the squeeze on Nokia competitors that charge a fortune for their better equipped models.

I still resist to call the iPhone a mobile computer. It is too small for extensive use and has limited storage for most uses. Press coverage is excessive, however one critical thing achieved is that mobile technology features that have taken up to now a back seat in consumer minds -3G, data plans- are once again highlighted with a fresh and charismatic product. And we should thank Apple for that…