Apps versus marketing?

Apps are definitely important but I don't think they're the deciding factor. Take the Citrix example - I've been using the Windows Mobile Citrix client to remotely access my work networks since 2001, so why is it only being talked about when it's on an iPhone? I've had multi-tasking and Internet and video and music, etc. since I bought my first WinMo device in 2001, yet most people I know think all that originated with the iPhone. Take a look at the download page for the mobile version of Google Maps, an application many people consider basic and a selling point for the iPhone - http://www.google.com/mobile/maps/ - WinMo had this app before, and actually supports more features than, the iPhone. More and more, I think it's largely about the marketing, which Microsoft has always sucked at, but which Apple excels.