First, take a look at what is unique about Apple’s mobile software store. Importantly, it builds upon experience and previous successes. Well before it even launched the iPhone, Apple began selling iPod game software on a small scale to work out the kinks in packaging and delivering mobile software securely in a way that avoids casual theft. Apple also perfected micropayments for music and video in iTunes, paving the way for a high volume, low cost mobile software store. Apple also built on its decade of progress in developing Mac OS X as a desktop platform, so it was able to release development tools that were both mature and familiar to a large number of coders. The iPhone’s hardware also clearly evolved under the influence of lessons learned during the development of the iPod.