Whoever (LG, HTC, nokia,samsung) makes a phone with microsoft new os could affect iPhone market. Why? Well, Microsoft has learned a lot of iPhone success. It appears that it will have an app store and they are bringing in developers for apps. They are using XNA and silverlight for games and apps. So, next year should be interesting. I am not sure how Apple will respond. The market is getting flooded with multi-touch type of phones. iPhone has a hugh advantage now because it has more apps than anyone. Question, what will apple do when that does not matter anymore? I think the front, back camera and ichat is the answer for one. Longer battery life like 24 hours talk time or continous gaming. I think the magic mouse effect on the back of the phone would be great. Creative multi-tasking would work. Stacking apps like photos would be nice plus personalizing it by categories. A quickview while the phone is lock that details weather, miss calls, appointments, battery life, etc. Bigger hard drive. Cloud sys like drop box and cloud video streaming, etc. Bigger screen or true HD and super OLed. These advances could put the iphone a few years ahead of the pack. Plus, keep the price fair.