An easy-to-use interface, nice screen transitions, minimal visual design, 3G connection and much more stuff… but something´s missing on the iPhone: Lack of customization.
One of the most important features of this kind of gadgets is to make it unique, personal, yours. Other mobile devices allow you to change everything: Keyboards, skins or hang small funny figures on the corners… On the iPhone you can add nice screensavers, and get it black, white or even red, but that´s all.
This is the only choice you have to make it different from the rest:
Do not put three in the same table or you´ll pick the wrong one for sure…