The Chinese call this the Year of the Pig, but 2007 will be the Year of the Apple. With his MacWorld Keynote announcement of iPhone Steve Jobs appears to have hit a home run. Slated to be in stores mid 2007, it's already causing waves in both tech and consumer circles. Understandable since this will be the first major new product in 5 years from a brand known for its innovation. iPhone, like that veteran blockbuster the iPod is quintessential Apple, a marriage of design and cutting edge technology.

Our market surveys at Lexink indicate that this product has a high 'want factor' not just among early adaptors but across the Smartphone customer base. Tech pundits worldwide are falling over themselves filling their columns with reviews and speculation on its incorporated technology and the partnership with Cingular. It recalls 2001 when the mp3 player was changed forever by the little click wheel that could.

Existing multi-tasking phones haven't had an impressive track record so far. One of the latest on the market, the Samsung BlackJack, is underwhelming with poor sound quality and a complicated user interface. Even that reliable old standard the Blackberry is beginning to show its age and the Palm Treo is pocketable in only the loosest sense of the word.

Apple, not known for half measures seems determined to go down in phone history. While the industry is still trying to successfully stick mp3 readers into phones, Apple went the other direction, incorporating a phone into its iPod and ensuring great sound in the process. Now throw in iPhone's easy visual user interface, add it's truly interactive touch screen experience and you get competitors scrambling back to their drawing boards.

Simplicity is this product's philosophy. A single click makes a call; with another click you're conference calling; one more and you're scrolling through voicemails. No unwieldy little buttons, no thumb fatigue. Just click, click or click to launch iTunes, check your inbox or surf the web with Apple's own highly-rated web browser 'Safari'. Unlike the palm this touch screen needs no stylus. It's intuitive, tactile extension of your finger.

iPhone aims to be the go-to mobile communications device. Offering email, calendar, iPod and internet Apple proves it can keep you connected, moving and oh so cool. Probably the only speed bump in iPhone's race to the finish line is falling victim to its own success. Demand looks set to out pace supply in the first few weeks of availability. Apple is aiming for a 1% market share which would be the equivalent of approximately 10 million units sold. This may well be a low-ball estimate because if it emulates the success of its musical sibling, the iPhone will become synonymous with Smartphone. To paraphrase Steve Jobs 'boom' there it is.