"There's Siri, (as yet unnamed) Maps, GameCenter and PassBook," he says. "These are not Apps. These are services designed to be unique to iOS, perhaps even unique to the iPhone. The difference with the iPhone brand may not be that it spans a multitude of sub-brands in hardware but that it covers a multitude of new service brands. As brands imply meaning, the iPhone brand may imply that it's a platform in and of itself."

John Cox covers wireless networking and mobile computing for Network World.

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