To minimize the risk and cost of iPhone advertising, at least one marketing company is now buying existing iPhone applications and revamping them with clients' brands.
Before Lions Gate Entertainment released its action movie "Crank: High Voltage" in April, the media-strategy firm Initiative paid for the rights to a popular iPhone game app called Stun-o-matic. Initiative redesigned the app with movie-related art and a link to a trailer for the film.
The process took less than a month, half the time it would have taken to create a new application from scratch, says Ezra Cooperstein, a vice president at Initiative. The application got two million downloads and 800,000 trailer views.
"Phone" in iPhone is great for disguising the true software nature of the device. The Internet infrastructure has been changing dramatically to accommodate the growing density of mobile usage.