Cuneo, Alice.  "Apple's iPhone."  Advertising Age.  Vol. 79.11 (2008) 56.

Cuneo's article compiles many persuasive statistics about iPhone user's internet behaviors, especially in comparison to other mobile phone users.  Her sources show that iPhone users browse the internet six times as often as other mobile phone users and are the most frequent users of mobile search and mobile social networking sites.  The article also discusses some of the iPhone's functions that lead to a presumably better marketing experience including a better operating system, screen size and resolution.  The argument is made that all of these things allow advertisers to better appeal to potential clients in the mobile platform.  The article concludes that the iPhone has been a game changer in the world of mobile marketing and references companies like 20th Century Fox and Land Rover that have already found it to be worthwhile.

The internet is very clearly based around advertising.  The web offers users a multitude of free content but users constantly pay for it through embedded ads, banners, pop-ups, product placement, and ads within searches.  The fact that so many iPhone users visit a plethora of different web through applications demonstrates the need for advertisers to use resources like video to reach out to them.  Additionally, the systems like GPS within the iPhone allow marketers to eventually target very specific areas of the population.  This will most likely make it even more valuable than standard internet advertising in the future.  Something the article doesn't discuss is the prevalence of iPhone apps as tools for marketing and advertising.  However, when this piece was written, it was not yet apparent how useful these tools would become.  Through many of the thousands of free apps present in the app store, companies are doing their best to grab hold of consumers using this brand new method of communication.