Great work Auntie!
Just like Annon above, I don't own an iPhone, and I have no plans to have one either. However, I _do_ think this is a great thing for the Beeb to do. Eventually they'll have apps for android and crackberry, just the same as they had offline readers for Symbian phones a few years ago (I still have it on my old Nokia E65). We pay a relatively small amount every year for the vast amount of _AD FREE_ high quality content we get. It's value for money that you just don't get anywhere else. Add to that the cost's they're being forced to incur with the Digital roll out and it just highlights how much they're doing with our £12 a month.
I won't go too far into Skys "value for money" - over £200 a year for adverts every 15-20 mins, even pay per view events, I'm thinking boxing here, where you want to hear some commentary between the rounds, they cram adverts in and break up the feature.
I appreciate that commercial businesses have to do all they can to reduce the competition and increase the return to their shareholders, but perhaps they'd make more money if they reduced their margins and increased the quality of their output. Then more of us might consider investing our time and money in their offerings. Until then, "Love" the "Mother Lovers" and let the Beeb show them just how it's done.