But to focus on technical details is to overlook the iPhone's greatest features — its user interface, design and branding. Apple claims the iPhone's touch-driven interface is revolutionary. Although HTC and Sony Ericsson have also released touch-screen phones, the iPhone has unique features, such as a motion sensor and a lack of hardware buttons (apart from a single "home" key). The device's slim, minimalist design and association with the iPod and iTunes brands will appeal to consumers, and we think Apple's target of 10 million sales in 2008 is aggressive but achievable. Like previous touch-screen devices, the iPhone may have small appeal as a mass-market phone for calls and text messaging. And its lack of established business software support and high price make it unsuitable for general enterprise use. For now, it remains a niche product, albeit one that should make other phone makers reconsider their approach, especially to user interfaces.