It’s been a crazy few days for anyone with a passing interest in the iphone. Indeed with one million sold over the weekend (and 10 million apps) it seems like the revolution which started last year has broken into the mainstream.

There is a fair amount of general apple cynicism in various quarters, not least the amongst certain sections of the PC brigade who can’t see what all the fuss is with Apple and are quick to see ‘Apple-hype’ and generally ‘Mac cult-ishness’ at the root of the massive amount of media attention garnered on these sort of occasions. What amazes me is the lack of Apple generated hype behind last weekend’s launch, and the fact that it’s actually primarily customer generated. Think about that for a second. Apple had a $200 million (?) opening weekend and I’ve hardly seen a poster or an ad.

It’s obvious that price and/or 3G was the deal breaker for some, but it’s really the Apps that are the important thing to watch here. How many times have you ever said ‘check this out’ and showed someone something amazing on your phone ? I’d say before the iphone perhaps 3 or 4 times-now it’s an almost dailyoccurrence-and that’s before we’ve really got into apps.

It’s been perhaps 3 months since the majority of programmers got their hands on the SDK, so it’s very early days and already incredible programs like intua’s SICK looking Beatmaker are starting to appear. The video above is Moocowmusic’s stand alone Drummer, Art Gillespie (the guy behind Idrum)has a drum machine coming out next week (i-idrum?) and we’ve yet to hear from any of the traditional big boys of music software (iphone reason or iphone ableton anyone?). Beat making on the tube has just gone mainstream!! Imagine how many people I’m going bugging with iphone related ‘wow’ moments now. I’m going to become a walking apple viral campaign (as are 10 million other people). A friend who works for a very forward looking marketing company told me recently that his company’s philosophy now is to tell clients to spend their massive marketing budgets on making better products. Chat rooms and forums, blogs and amazon product ratings arejust way too effective at cutting through PR bullshit-it’s just wasted money.

It’s been said before, people underestimate Apple’s brand dominance within the 15-35 demographic (been to an Apple store recently?) this is going to have an exponential affect within that market. As deejay, I’m waiting for the Technics Ideck or the Serato IScratch to become the new default deejay tool -and there are million niche professions that the right bit of software could just completely open up. It has the hardware and now it has the software, (the Core Location side of which is still to be even vaguely explored) and as the political world knows only too well, more than anything else ‘It’s all about the Mo’. Apple has that momentum now and as long as they don’t go out of their way to screw it up-the world is theirs for the taking. Nintendo seem to be the main competitors in this field, depending on what they decide to do with the DS-Nokia/RIM/Google must be absolutely terrified that this is a race they have already lost.

***Update*** CDM has an interview with Intua, the makers of Beatmaker and a demo here- I downloaded it last night and I’m impressed. It’s very much like an MPC for the iphone-can’t wait to load it up with my own sounds and see where this goes. Go take a look!