I couldn't agree more. I still think a cell phone should be, first and foremost, a decent telephone! If it stops working after I drop it on carpet, or the person at the other end sounds like they are taking through a "tin can", or if the reception "goes down more frequently than a five dollar hooker" and it drops calls, I don't really give a rat's ass about a built in camera, video, music player, fancy ringers, or any of the other "bells and whistles" that seem to be a marketing priority these days. Then there's the whole battery life issue. I don't want to caught off guard with a dead phone late one night because I happened to be in the mood for music that day and used the phone as a music player all day. Give me a good telephone, and decent features that enhance that function (BT hands free, sync, etc.) first. Then worry about the other gimmicks.
I'll agree as well. One feature that Apple might be able to captalize on, if they do sell direct to consumers rather than through carriers, would be resolution of the bells/whistles problem.
For some people, a phone isn't a phone unless is has a 3MP camera, takes 640x480 video, etc. For others, all they want is basic PDA functionality. Would it be possible for Apple to offer a BTO option? I mean, Camera/Video is generally listed under a single menu option, and it wouldn't be that difficult to design the firmware to only display the category if the Camera is installed. To make things easier, Apple could stock one or two basic models in their stores, and leave people to go to apple.com for customizations...Any reason why this couldn't work?