Smartphone platform profile: Apple iPhone OS

Date: January 23, 2010
Pages: 16
US$ 1,495.00
Publisher: Ovum
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)

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Smartphone platform profile: Apple iPhone OS
This profile is focused on the Apple iPhone’s OS software platform, now in version 3.1. It looks at the iPhone OS platform from a mobile operator, handset manufacturer and developer perspective.

In little more than two years, Apple’s iPhone has come to symbolise most consumers’ idea of what a smartphone is and what one should be, with more than 30 million sold and many times that number desirous of the device.

Mobile operators are equally enamoured with the iPhone, with upwards of 140 now ranging the device, while application developers have flocked to the platform since it was opened to third parties in 2008 with the launch of the App Store.
Executive summary
In a nutshell
Ovum view
iPhone approach has changed smartphone expectations
Software and Apple’s brand are keys to success
Platform strategy
The iPhone as a managed device platform
Vertical integration offers big developer and user benefits
iPhone app dev is off-centre but simple to negotiate
Is iPhone OS set for a major refresh?
SWOT analysis
  Mobile operators
  Handset manufacturers*
  Mobile operators
  Handset manufacturers*
  Mobile operators
  Handset manufacturers
  Mobile operators
  Handset manufacturers*
Customer base
  Handset manufacturers
  Mobile operators
iPhone OS versions
Releases to date
Technology overview
iPhone OS


Table 1: Operators with iPhone distribution deals at launch
Table 2: Significant iPhone OS releases to date


Figure 1: Number of operators with iPhone distribution deals in December 2009
Figure 2: Major operator brands offering iPhone distribution deals in December 2009
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