InfoMedia, the mobile content company, have warned that the continued troubles of the iPhone 4 made it imperative that brands and businesses consider the widest possible set of options for a mobile strategy, instead of focussing solely on apps for the Apple platform.

The warning comes as Apple has announced a press conference on Friday 16th July to discuss ongoing issues with the antenna reception for the latest iPhone.

Michael Tomlins, managing director, InfoMedia Services said: "For the first time since the iPhone launched, Apple has serious competition from the likes of Samsung, HTC and RIM.  The reception issue can only damage Apple's credibility, especially with their premium pricing models."

Challengers to the iPhone crown such as the HTC Desire or Samsung Galaxy S run on Android, an alternative operating system developed by Google.  By 11 July 2010, there were over 90,000 applications available for download in the Android Market. Recent months have shown an increasing growth rate, recently surpassing 10,000 new applications per month.

Tomlins concludes: "With the iPhone issues and the growth in Android, not to mention the proven return on investment from other mobile tactics such as SMS marketing, brands need to recognise that the dominance of the iPhone app may well be coming to an end and this needs to be reflected in their budget decisions. The good news is that this review often makes that budget far more cost-effective."