But why the iPhone, over all the other cool alternatives on the market? There are BlackBerry devices from Research in Motion Ltd., an array of Windows Mobile devices, and soon a running a new WebOS, not to mention a range of coming Google Inc.-supported Android devices in addition to the G1.

Verizon sells dozens of wireless phones, including several smart phones, and some that come strikingly close to the iPhone, such as the . But even the Storm hasn't caught on like the iPhone has, analysts said.

One market observer, who asked to remain anonymous, said Verizon has concluded what AT&T has already known. "The iPhone is unbeatable," he said.

However, even Apple knows it needs to keep adding and fine-tuning the iPhone, as it will with the , in order to keep the device unbeatable for the likes of Verizon and compelling for millions of customers.

The iPhone is unbeatable for now, might be a better way of stating things.