In this piece published to coincide with the launch of the iPhone 3G in June 2008, we took a look at the impact we expected it to have on the mobile media landscape, and forecasted that thanks to the reduced price and ease of use, that it would lead to tripling the number of mobile internet users by the end of 2009. (Although we're still waiting for a single-source confirmation, other research findings appear to indicate that we were accurate.)

But more importantly, we noted that the launch of the Apps Store would lead to a significant change in the way that people use the internet from mobile devices, and that the simplicity of the user experience would be the key to its success.