As Apple prepares for its impromptu press conference to discuss the issues with the iPhone 4 this afternoon, mobile content company InfoMedia says the ongoing problems with the handset highlight the need for brands and agencies to consider the widest possible set of options for a mobile strategy, instead of focussing solely on apps for the Apple platform.

“For the first time since the iPhone launched, Apple has serious competition from the likes of Samsung, HTC and RIM. The reception issue can only damage Apples credibility, especially with their premium pricing models,” says InfoMedia managing director, Michael Tomlins.

Tomlins notes that as of 11 July 2010, there were over 90,000 applications available for download in Android Market. Recent months have shown an increasing growth rate, recently surpassing 10,000 new applications per month.

“With the iPhone issues and the growth in Android, not to mention the proven return on investment from other mobile tactics such as SMS marketing, brands need to recognise that the dominance of the iPhone app may well be coming to an end and this needs to be reflected in their budget decisions,” says Tomlins. “The good news is that this review often makes that budget far more cost-effective.”