Apple's Soft Underbelly

As enamored as the world seems to be with Apple's AppStore the game obviously isn't over.

Nokia is pulling out all the stops to engage developers to write apps which they hope will draw shoppers to purchase their devices. Apple is tightly controlling their environment (as usual) so Nokia is blowing the doors wide open hoping developer innovation will save their digital bacon. Apple's control-freak nature, while an important component of their success, may also prove to be their undoing.

Assuming Nokia is successful the question remains: How do shoppers, who are unwilling to spend hours scouring the internet to learn about device capabilities and applications decide which product to buy?

At Apple it is quite simple. You effectively have 1 phone option. At Nokia, Samsung, Blackberry, Motorola, etc you have dozens (if not hundreds) of confusing choices.

If you're unwilling to simply your product portfolio you had better be willing to expend the effort necessary to educate consumers about your product. If you don't they'll likely choose to visit The Fruit Stand instead.