I’m blown away at how Apple have managed to promote this - from mainstream news media to the blogging onslaught and their own PR activities. I’ve seen the iPhone everywhere over the past 24 hours already, and the reaction seems to have been incredible. People are impressed with this device in every way, with the only real negatives people can pick out being the lack of 3g and a fixed battery. Hardly likely to cripple demand!

Equally impressive is the way they’ve managed to stay so tight lipped on the device for two and a half years. Almost no specs were released pre-launch, and only speculations were made. This article is a really interesting read if you want to know more about how it was all kept underhand - it was obviously a massive operation.

Most impressive? Without a doubt the user interface. The majority of the features have been done in one way or another before - just never executed with this simplicity and ease of use. Functionality was obviously put at the forefront every step of the way, and this is just another incredible piece of engineering which solidifies Jonathan Ive as the greatest product designer the world has ever seen. He had his work cut out here, and has excelled once again.

I love my mobile phone at the moment - the Sony Ericsson K800i is great - but as soon as my contract expires in around 12 months time I’ll be picking one of these up. There’s no rush as far as I’m concerned, but there’s no doubt as to which my next handset will be. Here’s to Apple conquering the mobile phone market as swiftly, effectively and comprehensively as they did the MP3 market with the iPod!