Jason Fried ended his enthusiastic post on the iPhone SDK with those words (I added the ",But"). And so it is. Very big shit. But there are a few things that I just don't understand about Apple's iPhone strategy.
Why put all these great hooks in for enterprise IT when the iPhone still only operates on one network here in the US? Do you think Morgan Stanley is going to get locked in to AT&T just to outfit all of their investment bankers with iPhones? I don't think so.
And where are the social hooks? Can you establish social networks and build a social graph via the iPhone SDK? If not, why? If so, where is that outlined? I read over a dozen posts on the iPhone SDK and I didn't see the world social in any of them. The phone is the most personal (and therefore social) device in the world. There's got to be social hooks in something like this.
And what's with "all apps must be sold and distributed via the app store"? I understand that it's most convenient for users to have a single place (like iTunes) where they can search for, find, buy, and install apps. But to lock developers into that as the single and only way to get apps on the iPhone is not the right thinking in my book.
On the plus side, the gaming opportunities are mind blowing. As Daring Fireball says in his post (the best of the ones I read):
The unique control options — no traditional buttons but a 3D accelerometer and multi-touch screen — make the iPhone analogous to the Wii, in that it opens up new concepts in game UI design.
Apple is revolutionizing the mobile device market in the same way they flipped the music business on it's head. But like they did in the music market, they aren't going all the way. And I just wish they would.
Disclosure: I am long APPL and getting longer.