Word: celles
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...Cell phones do all kinds of stuff-calling, text messaging, Web browsing, contact management, music playback, photos and video-but they do it very badly, by forcing you to press lots of tiny buttons, navigate diverse heterogeneous interfaces and squint at a tiny screen. "Everybody hates their phone," Jobs says, "and that's not a good thing. And there's an opportunity there." To Jobs's perfectionist eyes, phones are broken. Jobs likes things that are broken. It means he can make something that isn't and sell it to you for a premium price...
...That was why, two and a half years ago, Jobs sicced his wrecking crew of designers and engineers on the cell phone as we know and hate it. They began by melting the face off a video iPod. No clickwheel, no keypad. They sheared off the entire front and replaced it with a huge, bright, vivid screen-that touchscreen Jobs got so excited about a few paragraphs ago. When you need to dial, it shows you a keypad; when you need other buttons, the screen serves them up. When you want to watch a video, the buttons disappear. Suddenly...
...Into that iPod they stuffed a working version of Apple's operating system, OS X, so the phone could handle real, non-toy applications like Web browsers and e-mail clients. They put in a cell antenna, plus two more antennas for WiFi and Bluetooth; plus a bunch of sensors, so the phone knows how bright its screen should be, and whether it should display vertically or horizontally, and when it should turn off the touchscreen so you don't accidentally operate it with your...
...That doesn't mean Apple can operate beyond the boundaries of the Securities and Exchange Commission, but the iPhone wouldn't have happened without Apple's "we're special" attitude. One reason there's limited innovation in cell phones generally is that the cell carriers have stiff guidelines that the manufacturers have to follow. They demand that all their handsets work the same way. "A lot of times, to be honest, there's some hubris, where they think they know better," Jobs says. "They dictate what's on the phone. That just wouldn't work for us, because we want...
...that the precedent has been set, it'll be interesting to see if other cell phone makers start demanding Apple-style treatment from wireless carriers. It'll also be worth watching to see how successful they'll be in knocking off the iPhone's all-screen form factor, which will be very difficult without Apple's touchscreen technology. Apple has filed for around 200 patents associated with the iPhone, building an imposing legal wall. Considering the size of the market, the stakes are high. The phone market is, of course, divided into armed camps by carrier...