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Except that the iPhone is nothing more than repackaged technology that currently exists with a new interface on it. So the R&D has mostly been done by a hundred other companies already. Transit is already setup through the normal Apple shipping channels so it is pennies a case pretty much. Marketing is mostly viral so this is fairly moot really, a few ads on tv here and there and a couple thousand print ads scattered in tech, phone mags and trend mags that are already talking about it and giving free advertising through articles.