While technophiles the world over got worked up and hyperventilated at Steve Jobs' announcement of the iPhone, the Japanese simply looked up a while from their keitai, then went on with their business. And the reason for this? The fact that the iPhone has nothing new to offer to them.

While Jobs boasts of the iPhones new interface, the Japanese are finding it hard to believe that it is a "revolutionary product" that will "change everything". Apple also notes that the iPhone can be used to download music and surf the internet, as well as support one-way conferencing in the future. Over at Japan, the whole population have already been doing all this for years. On top of that, most phones can support five-way video conferencing, and their mobiles can also be used to buy train tickets, pay for taxi rides, design a webpage, update a blog, pay for puchases at the convenience store, book hotel reservations, watch a movie or the latest baseball game, use GPS, get exclusive content by scanning a barcode on the seats at the baseball stadium, and an entire plethora of other features and uses which Apple still seems to be clueless about (they should probably start off by checking out Strap-Ya, or something).

All this can again be attributed to one main attribute that Apple is missing, and that would be 3G technology. At the moment, the iPhone is still on a second-generation network.

So, when Japanese retailers were told about the amazing, new iPhone and its features, one shopkeeper merely laughed and said, "Sounds like business as usual".