The iPhone 4 is a brand new experience not only for its users but for us as advertisers. The main features of the newest Apple product are not only big improvements on its ground breaking product the iPhone 3 because of its new operating system the OS4, the same operating system the iPad uses but for marketing to the smart consumer.

The iPhone 4’s screen is the first mobile phone that allows users to shoot video’s and take photo’s in HD and this means that the clarity of banner ads will need to increase and really engage with the consumer, alongside the internet these ad’s now really need to grab the users attention, but this is a small aspect on how the iPhone will affect mobile advertising, mobile commerce will turn the huge potential shown with the iPhone 3 into a certain prospect, this is the beginning of the future, and brands now have to take advantage of this huge opportunity.

“It’s not only the device that will alter mobile commerce, it is the underlying iAd platform which allows for in-app purchasing,” said Neil Strother, the practice director at ABI Research. “Assuming this process is as seamless as promised, and consumers can easily make purchases within apps, then this could be an important step forward for mcommerce.”

The ability of the iPhone 4 to multi-task allows a user to switch between apps, and this will allow for a better user experience with click to mobile sites, as the progress on the app wont be lost and the user can return to it after they have looked at a brand’s website, a missing feature that undermined previous advertising on past Apple products, and this means the consumer is more likely to be persuaded to view a website instead of ‘remembering the site for a later time,’ which almost never happened.

Now is the time for brands to start offering mcommerce as a different payment option for their products and services, this can be a huge alternative revenue stream, someone needs to use real initiative and they will see a huge increase on the £1.1billion recorded in 2009.