Sometimes I feel like the guys at 37Signals are the only voices of reason in the realms of business, design and technology.
With everyone saying the platform is the end-all, David says fuck the platform:

For all the 200,000 apps in Apple’s app store, I use two on a regular basis: Echofon and Bloomberg. Once in a while, I use Instapaper and play Civilization. And yet I use my iPhone all the time. It’s my favorite piece of technology and has been for years.

Do you know why? Because Apple nailed the basics. Safari, Camera, iPod, Clock, Weather, Photos, Messages, Mail, and Maps are the apps that I use 95% of the time. Those are the ones that made me buy the phone and stick with it. If I had to read Bloomberg on the web and couldn’t play Civilization, I’d be sad, but my day would surely go on.

I know I’m not alone. The pattern I’ve seen for many people new to iOS is a rush to try a bunch of apps and then never use most of them again. There’s a large market for people who just want the core ten apps executed even better. I’d be happy to trade my iPhone for a N9, if that core experience was stronger.

I agree 100% with David. While I admittedly have more than 10 apps on my iPhone, I rarely use more than 10 on a regular basis (I can’t delete Shazam, you never know what you’ll need to find a track, dude!). Update: I hear where David is coming from, but his essential apps are different from my essential apps which are different than your essential apps. Platforms are important.
I also find his easy dismissal of platforms ironic, given the company he works for has built a great platform for collaboration, project management and communication.
For me, I use the basics: Safari, Mail, iPod, Messages, Camera, Maps
As far as 3rd party apps: Instapaper, Reeder, Twitter
It really is a shame companies like RIM and Nokia are dropping like flies in the face of Apple. We need competition to have a healthly mobile market. As Victor Brunetti points out, a lot of time and attention went into designing the N9 experience.
During a race, there’s a different between turning your head to watch the other cars and keeping your eyes on the road (and watching the other cars in your peripheral vision).
Make a great product, don’t try and make an iPhone killer, you won’t be able to.