So Apple has, rather understandably, started looking into the idea of creating an active packaging' system for their iPods and iPhones. This system would allow Apple to charge their products in store, as well as wirelessly update them with display software, firmware, and 'Application customizations'.
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I think that, once they get their active packaging system set up we'll see Apple start to offer phones pre-loaded with applications. You'll be able to pick your app suite online and purchase your phone powered-up and filled with apps. That's a really good business move on Apple's part. A lot of people are going to like the idea of walking out the door with a usable smartphone.
This is exactly why Apple is beating the hell out of everyone else in the industry right now. Apple is genuinely innovative. They are responsive to their consumers, and they consistently come up with new ways to make people want to buy from them. In a market as competitive as smartphones every little bit of edge you can gain over the other guy is to your benefit. Apple is going to make buying an iPhone even easier than it was before, and that is going to draw a lot of business their way.