It’s a classic echo-chamber thing. The iPhone is "huge" in the land where people develop applications for it — primarily Silicon Valley and it’s offshore tributaries. Wherever you look you see iPhones all around.
So you think EVERYBODY EVERYWHERE has one. And so you prioritize your messages, marketing, EVEN your product development around it. You make an iPhone app to integrate your website into the iPhone ecosystem. And then other stuff, that might actually appeal to many more people and be more strategic to your business falls by the wayside for a while.
For example, one sees breathless announcments/blog posts like this from companies like Ning and others.
Meanwhile I can list maybe five features that don’t seem to be happening at Ning that are likely more valuable to many more people in many more places than the echo-chamber of Silicon Valley.
For more on the Silicon Valley echo chamber see this.