Sorry, but the iPhone is a content delivery device to Apple's iTunes Store / iPod first and everything else secondarily. Personalization only goes as far as what Jobs wants you to have, while business and general user functionality is 'lacking' at best. There's rumours that the next iOS will enable a whole raft of things making it more useful, but if it wasn't for the hard work and creativity of 3rd Party developers (and the 'whining' of its users), the iPhone would be a pretty rudimentary device indeed.