Apple Goes on the Attack

Sam Gustin reckons: As he unveiled the new, 3G version of the iPhone today, Apple chief executive Steve Jobs took dead aim at two major competitors, and launched a preemptive strike at a third.

By integrating the Microsoft Exchange "push" email service into the iPhone, Apple is launching a direct attack on Research in Motion's BlackBerry smart-phones, which until now have had a near lock on the enterprise market. Jobs said Cisco would be providing added security for enterprise customers, and added that 35 percent of the Fortune 500 are now testing the iPhone.

These moves should go a long way toward convincing nervous IT managers that the iPhone is a viable alternative to the BlackBerry for enterprise uses -- as well as turn up the pressure on Research in Motion to prove why companies should stick with the BlackBerry.

Apple is also aiming at Microsoft itself, with the unveiling of the new MobileMe Web service, which the company described as "Exchange for the rest of us." MobileMe, which replaces the .Mac service, allows users to store their data online and sync with iPhones, Macs, and PC's.

MobileMe service is available for $99 per year for 20 gigabytes of storage.

Finally, by emphasizing third-party applications, which developers can create for the iPhone using Apple's Software Developer Kit (SDK), the company is anticipating Google's forthcoming Android mobile phone operating system, which the search giant has opened up to its own stable of third-party developers.

Apple clearly hopes to deflate Google's emphasis on third-party applications, as well as siphon off the efforts of software developers.

Steve Jobs has thrown down the gauntlet. Now it's up to RIM, Microsoft and Google to respond.