If Apple had a motto for its product strategy, it would be, "Don't take anything for granted." The new iPhone and iPods are re-formed from the guts to the skin: Faster processors, faster connection speeds, better cameras, more microphones, new connectors, taller displays, and they're thinner and lighter to boot. iTunes and the App Store are redesigned to feel more modern and help with content discovery. These product improvements are aimed at convincing consumers that there's enough value to upgrade from their current Apple products, as well as growing market share by convincing non-iPhone users that it's finally time to trade in their BlackBerrys, Droids, and flip phones and join the iOS fold. Apple will be successful on both fronts -- not just because its products are well designed, but also because Apple's product marketing is on point. It will be the fastest iPhone rollout ever, available in 100 countries on 240 carriers by the end of the year. Older models of the iPhone will be cheap (4S for $99 with contract) or free (4 with contract)--including on Verizon and Sprint in the US, not just AT&T, which will positively impact market share.
But I think there's a more interesting story to be told than just market share. These products tell us a lot about Apple's vision for the post-PC future. Apple has sold more than 400 million iOS devices through June 2012, and it has more than 435 million iTunes accounts with one-click purchasing, so it will certainly have great influence over the post-PC experience of many millions of consumers. And here's what that experience is likely to be: