1. They integrate IChat 2. They add Microsoft Exchange compatibility that auto updates calendar, email, etc. I don't want to have to sync it, if i forget to sync it and I add a calendar date on my computer it doesn't go on my Iphone....BULLSH*T 3. If the test dummies that buy it right away determine the keyboard is workable. I am killer at the double thumb typing method and rely on fast emailing and messaging for my business. 4. They included unlimited SMS. I think it is BULLSH*T they act like the SMS feature is so amazing and give you 200. I am a huge Apple fan but maybe me and all of my apple fanatic friends are way off base from the general population?? Everyone I know is waiting a while to buy it to see if they get their sh*t together.