Google's move into the world of cellphone operating systems is unlikely to dislodge the likes of Apple and the iPhone, says Warren East, CEO of mobile processor maker ARM. The executive is generally positive about Google's efforts, and comments that they should "stimulate further growth" in the smartphone world, in no small part because Google is backing its OS with both its reputation and research money. But, he cautions, solidifying a mobile platform can take years, especially when companies such as Symbian have been active for much longer.

Furthermore, the first "Gphones" will only reach the public in the second half of 2008, by which point rivals will have had the time to develop similar products, and Apple will likely have released at least one successor to the original iPhone. "I think it's inevitable if the iPhone continues to be as successful as it appears on launch that there will be iPhone IIs, iPhone IIIs, whatever. And if we do our job right then they will be based on future ARM processors," says East. ARM is one of the primary chip suppliers for the current iPhone.

Smartphone sales have hit 200 million this year, doubling the amount from 2006, East claims. The demand created by both the iPhone and various Gphones could push figures to 300 million in 2008, which InfoWorld notes could be comprised of 10 million Apple products if the company meets its own targets.