There's an interesting contrast shaping up between the Apple iPhone and Android (News - Alert) devices, and the contest has nothing to do with the number or type of applications provided by either device's application community.

 

Historically, Apple (News - Alert) has preferred a consistent user interface. Android, on the other hand, deliberately allows customization of the user interface. Right now we see this primarily in the ability end users have to customize the appearance of their handset screens and "on deck" applications.

 

In the future we are likely to see such capabilities used to tailor devices to lead applications. Enterprise users might want their interfaces optimized for productivity. Social media addicts will want their interfaces optimized for real-time and integrated display of messages, irrespective of delivery channel or application.

 

Multimedia consumers will want yet other configurations that enhance viewing experience.

 

Perhaps it will be possible to toggle identities on devices as well, allowing a single user to create a "at work" profile emphasizing collaboration while allowing a separate identity off hours that is optimized for another set of activities.

 

Up to this point it generally has been difficult to provide such capabilities without tailoring hardware, firmware and operating systems for the lead applications. The downside is that optimizing for one profile makes use of such devices in other profiles "a bit" to "largely" unpleasant.

 

Android might allow easier configuration of devices for different profiles, and perhaps even for multiple profiles, each usable at different times of day and settings.