Apple's App Store vs. Traditional Mobile Storefronts

I've been reading a lot recently about how revolutionary the Apple App store is and most recently how T-Mobile USA is going to release a similar App store to replace their dysfunctional on-deck offering.

Is the App store really all that great?

Lets dissect the App store experience into two segments: 1) iTunes online 2) the on device experience. I won't argue that the iTunes online store isn't great. It obviously surpasses any online commerce efforts put forth by the wireless operators. It is the on device experience that I question.

On device, the iPhone App store is doomed to become as cluttered as the wireless operator decks and ultimately require the same management as it grows. Even today, the only reason the store is more navigable than a traditional deck is due to the superiority of the device (namely more screen real estate and great screen).

So why is the App store so great???? The device is great, but the App store experience isn't any better than the carrier deck.

The noise T-Mobile recently made in the press is ridiculous and I'm eager to see the chaos created by this move. I suspect the decks on feature phones will get even more confusing.

I've long predicted that on the road to 'open' the wireless content business is going to suffer. T-Mobile looks to be accelerating the begining of the process. It is probably good for the long run, but take your money out of any company who relies on 'deck sales' for their revenues as it will be a highly volatile time.

And everyone...keep in mind that trading our 'master' from the wireless operator to Apple doesn't solve much. iPhone Apps are about as open as the carrier deck are at this point (unless you have a jailbroken phone)!