The big news of course isn’t multitasking, or unified inbox, but iAds and GameCenter.  These are aimed squarely at making the iPhone (and iPad) a monetizable and viral platform to rival Facebook.   Still this strategy seems flawed by being tied entirely to Apple Hardware.  What percentage penetration of the handset market can Apple possibly achieve?  Facebook on the other hand can reach any user on any device.  Well … any device other than the iPhones (and iPads), where Apple can of course exercise control through the app store.  Interesting times!