Has Apple helped launch the next generation web? For a long time, many web analysts have been labeling the second web boom (also known as the read-write web) as Web 2.0. Watching the impact of applications on Apple's iPhone makes you wonder if they were being a little too generous to the return of browser-led web.

Applications on the iPhone give users a different experience of the web than we've had before. They offer digital connectivity beyond the browser – custom solutions designed with the user in mind – interfaces that borrow more from phone and video-game menus than web pages. And if you couple the range of applications with the power of location then this new ‘web' becomes something very different, very instant and very relevant.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in