Massucci's Take: Apple may lose, consumers win as iPhone rivals mount

As buzz built about Apple's new iPhone 3G S and the cheaper iPhone 3G, and with the Palm Pre going on sale this past week, it occurred to me that as iPhone rivals mount, consumers win.

You want Windows with your phone? You'll get it. You want the Palm (PALM) or Google (GOOG) operating system? Here it is. How would you like your Blackberry? Keyboard or no keyboard? Your wish is becoming the command of wireless companies like AT&T (T) and Verizon (VZ).

The beauty of this cell phone game is this: While Apple (AAPL) may lose as iPhone competition builds, customers are winning because there are more smartphone choices.