Well everything sounds better and draws more attention if you have the words KILLER, FREE MONEY or BREASTS included. I could make the font bigger, and maybe red, but that would only scare some people away.
Anyway, in all seriousness, it's all a bit boring really. The iPhone has made more than a few people open their tired eyes and see a new bandwagon.
Innovation is always followed by imitation. What makes me laugh is that Apple get all the credit just because they made a "pretty" imitation of existing technology, and added a few extras on. Of course, a fair few sharper-minded people stopped laughing when they realised the extras were crammed in where all the usual stuff would normally be
It's like that episode of Battlestar Galactica (The Long Patrol, I think - original series) where Starbuck's sitting in the souped-up StarBurst Viper ("fastest thing in the universe!"):
Starbuck: "How did you get that faster engine in this thing? It doesn't look any bigger..."
Apollo: "It's not. We removed the laser generators"
Starbuck: "Oh yes, that makes sense...
(as he launches into space)
Starbuck: "Wait....but that means no weapons...!!??"