The other big thing is more subtle: the iPhone was the first major break in the carriers’ value-extraction model. It was common that you’d get phones with half the storage used by promo apps the carrier wouldn’t let you uninstall, and the carrier app stores were both limited and unbelievably expensive. We had multiple clients who were interested in mobile apps but the cost of being in the stores was like $50k per carrier plus half of the proceeds, and that was an improvement over the time Qualcomm demanded to see the balance sheet so they could decide what percentage of their TOTAL revenue was fair – we asked and they confirmed that they expected a cut of every sale, even ones which never involved the mobile app. The energy at WWDC08 was incredible because the app stores were both terms were so much better than anyone had gotten before, and you only had to do it once. I still think it should be better now but it used to be so much worse.