Many of us are grumbling about the locked down mobile platform (Apple OS X), the limitations of the development environment (Objective C/Cocoa), the exclusivity of the store (App Store/iTunes) and the one-carrier restriction (AT&T in the US). But none of that matters much. Millions will happily download cool applications on their mobile phones for the first time and become attached to an Apple-powered mobile platform. Again.
Apple will dominate the mobile applications industry by convincing most people that iPhone and the iPhone App Store represents the path of least resistance for enjoying mobile applications.
The Users
It doesn't hurt that millions already happily buy from iTunes, see the iPhone as the coolest phone out there and will be subject to Apple's amazing marketing.
But the key is ease of use. Just like with many websites today: simple is all powerful in a world of infinite attention seekers competing for finite attention.
We've seen this movie before. Apple combined the hardware/software (iPod MP3 player) and the application (iTunes music store) to revolutionize the music industry. Other MP3 players were cheaper, smaller and had more capacity. Music was cheaper with more selection and less restrictions elsewhere. But Apple convinced everyone that the iPod/iTunes user experience was the easiest and coolest, and for many people it was and still is.
The mobile application developers
It doesn't matter that iPhones will be a small percentage of the overall market. It is very possible that 80% of iPhone users will eventually buy from the App Store. Or at least it is plausible enough that many app developers will bet on that. Meanwhile maybe 10% of the users on other handsets will regularly download web applications, and maybe 10% of those people will purchase the apps...and they'll be choosing from millions of apps spread across the infinite Internet, not a finite set that Apple puts a few seconds away from the user. And (unlike a native web app) you can use the Apple SDK to potentially leverage iPhone hardware resources, GPS, camera, speakers, services, etc. It all adds up to a very attractive package to mobile application developers, whether they need to start from scratch with Cocoa or not.
Web (browser-accessed) applications?
I had previously thought that the web browser itself would dominate mobile applications for the foreseeable future. Symbian, Android, OS X, LiMo etc. would fight a long war. The browser as essentially the least common denominator on every handset and platform would clean up in the meantime, despite limitations in accessing the handset itself. It would be the de facto platform for mobile apps.
I've crashed Windows Mobile and Palm-based devices countless times. And encountered other issues with Flash and Javascript that prevented me from even beginning to use the app. Mobile web apps are still difficult. Now there's an easy option. An option from a company that already owns tens of millions of users and has the marketing brilliance to capture tens of millions more. And it is cool. The iPhone App Store changes the game.
The mobile application future
Ok, so Apple won, game over. Of course not. The iPhone platform is still (natively) locked. The development environment not ideal. The AT&T restriction. A relatively low number of iPhones sold. Etc. But those factors will change and Apple will be multiplying users. So others better move, move quickly and move aggressively. Ultimately, I still feel a more open solution will "win", although of course it may just be Apple opening up over time.
How about a combination of Amazon, Symbian and Nokia? User gets to an Amazon managed mobile app with one keystroke from his Symbian-based Nokia Z-series phone and instantly purchases and downloads his mobile app using his Amazon account.
Make it extremely easy for any Cocoa application to be ported. Court application developers, especially in location-based apps and gaming. Give Amazon users some free credits for other Amazon purchases. And above all make 200% sure that the user experience is as good or better than the iPhone experience and that the perceived user experience is even better than that. Not likely to happen but fun to think about.
The Apple future
Music - mission accomplished. Mobile - mission soon to be accomplished. Next? Appletainment. Enough mixing and matching between DVRs, TVs, external hard drives, wireless devices, gaming platforms, music solutions, DVD players, on-demand/online/offline video/music options, Slingboxes, etc. All your entertainment available anywhere and made simple.