The new iPhone has been released, with its new processor, more megapixels, better battery life and hundreds of new features, yet Apple has so conditioned us to expect the revolutionary that it seems, somehow, like a let-down. There is no new form, after all, just a bit more function. But when you take the cover off, that enhanced function will only accelerate changes in consumer behavior, meaning exciting opportunities for marketers.

Apple has enhanced its voice functionality, its camera, and it has also joined Google and Microsoft in allowing cross screen sharing. With these advances people are going to be sharing even more. Companies need to be forward thinking in what this means for them and the marketing opportunities that may be present.

In the coming months, we'll know more about how the iPhone 4S changes user behavior. If you're already allocating enough of your marketing to reach consumers on the iPhone 4G and other mobile devices, congratulations. Otherwise, when the 4S comes out, you'll have even more catching up to do.