iPhone news is emerging at a rapid pace, and with the Apple special event now confirmed to take place next week it's pretty clear that the company is about to take the device to the next level.
Let's be clear about this: what we can expect from next week is only part of the tapestry. Apple executives have been jetting across the planet in recent weeks.
To this industry watcher it's utterly clear that the company is once again preparing to execute a plan it's had in development since before the iPhone was even announced in January 2007.
That's one of Apple's many skills, you see. Quite apart from the the innovation at the company's core, the company is also acutely agile, capable of business vision execution few, if any, in any industry can match.
In other words, it's not just creative in product terms, in application development or in providing solutions for the creative markets. It's creative in its business execution.
What I expect next week is only a fragment of the company's overweaning vision. Sure, we'll be presented with immediate news that opens the device up for enterprise customers, through Exchange or Lotus support, for example, or even the presentation of an all-new business focused application.
We know that Apple's network partners are all gearing up right now to offer business focused services to iPhone users. That cat's leaking out the bag.
We know we'll be promised or see first fruits of the company's development of an iPhone SDK. We may even witness the release of the first trickle of third-party applications for the device.
That trickle's going to become a deluge, so if the application you are looking for isn't in that first wave, it's probably going to show up, bright-eyed and bushy-tailed, in the third.
We know Apple plans to introduce the iPhone into new markets in the coming weeks - O2 Ireland has today confirmed plans to launch in that country on 14 March. Stay tuned for more announcements there.
We can anticipate some soft news on Apple's plans for future development of the product. Now, Apple's hugely reticent to discuss unreleased products, so it's likely we'll just se a few hints dropped. But analysts at UBS suggest Apple is already reducing its iPhone order book to make way for a new 3G model. It's possible we'll see a little light shed there.
What we need to understand is the huge amount of work all of this is taking, That's not by way of a pat on the back fo Apple's hard-working teams, but is a note of praise for Apple's flawless business execution.
This is really important. For all the clamour claiming Apple has no understanding of or interest in the business markets, it's pretty essential to remind ourselves that its expertise in executing business at a tactical level shows us the company is already in possession of some of the finest business minds on the planet.
These people actually do understand what business needs, because they know how to do business. They show Microsoft boss Steve Ballmer up. After all, name me an ambitious businessman who can list attracting a €1.7 billion fine from antitrust regulators as part of their CV when they look for their next job.
The notion that Apple doesn't understand business is based on the reality that Microsoft, through its now outlawed business methods, managed to create dominance in the enterprise sector that was hard to shift on that company's own terms.
Now, next week, Apple's world-class executive team is going to throw down a few glimmering hints as to how the company plans to change the enterprise game.
I'm looking forward to watching Apple's Mac marketshare gains in the enterprise sector once the plan comes together.
Don't be shallow about this. These strategems and plans weren't thought up yesterday. They've been in the ether for a long, long, time. We're being guided through a long slow reality shift.
And it's about time.