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That is surey the iPhone. before you start calling it a B2C, think about the amount of businesses that are buying the iPhones. When you get done with the though, then focus on the product launching, the market has been transformed by steve jobs completely.
The iPhone and before you say thats B2C think about how many iPhones are now being bought by businesses. Then do some research on this product launch and marketing around it. Steve Jobs is a genius and has transformed marketing forever...