Precisely! And if you know Apple like I know Apple, the best is yet to come. We haven't seen it all.
It was a keynote address, not a product briefing! Do you truly believe that we saw the extent of the phone's capabilities during a keynote address?
That question is of course hypothetical because my point is that I am sure you do not think we saw the extent of the phones capabilities in that small keynote address.
It wasn't a product briefing, it was a keynote address.
A keynote address is defined as an opening statement that outlines the key issues.
I think the announcement of the iPhone was strategic. But don't think Apple was thinking about all of the collateral benefits that would present themselves after the announcement. Of course, I could be wrong. However, the more I think about Apple's 6-month pre-release announcement, the more I have actually started seeing some advantages that might not have been concieved of in the original strategy:
1) Opportunity to see how competitors respond and react to the iPhone - in this way Apple might get a glimpse of their competitors R & D if that competitor chose to tip their hand. Even more valuable would be how far along their competitors are in certain technologies.
2) Opportunity to monitor the cloners in the far east, who do not follow any of rules for patent or trademark infringment. I think it is great that whether before or after the iPhone's announcement -- many other companies had an opportunity re-introduce similar technology they perhaps introduced before the iPhone. If these technologies are better than the iPhone, economical deterministic forces will bring these products to the surface and give us compelling reasons to take notice.
3) Opportunity to gauge public's perception of the iPhone. I think the public is clueless, but their reactions are valuable and will help form the basis for future iPhone releases. If you ever have a chance to listen to author Malcolm Gladwell, idiscuss the marketing, what will come clear is that there will be more than one iPhone. There will be iPhones (plural). Every multi-national corporation is hip to this.
meet Malcolm Gladwell
4) Opportunity to get free marketing of the iPhone -- essentially 6 months of free marketing via blog discussions, news, etc.