The excitement surrounding the launch of iPhone 3G probably would have passed The Guardain by if it weren't for the fact that their in-tray was full of press releases all saying the same thing: "Hi, I'm a mobile games publisher. I'm releasing stuff on the popular new Apple phone. Please tell your readers to buy some."
Mobile games publishers are really excited by iPhone 2.0 - for a lot of the same reasons they were really excited about Nokia's N-Gage application. It's a single platform, so they don't have to write 600 iterations of each game to different handsets. It also has its own attractive online shop, which makes downloading games a pleasure - unlike trying to buy Java games from your standard mobile's network operator portal.