But that browsing experience is the heart of a new patent-infringement lawsuit filed by EMG Technology.
The suit claims Apple is infringing on an EMG patent that covers the "simplified interface of reformatted mobile content to provide optimum viewing and navigation with single touches on a small screen." EMG is seeking unspecified damages and an injunction against Apple.
Issued in October of this year, patent 7,441,196 includes 76 claims that cover the display of Internet content reformatted from HTML to XML on mobile devices. There are also patent claims that include technology for zooming and scrolling.
The patent was filed in November 1999, but the company only established itself this month. EMG said it didn't offer Apple a chance to license the technology before the lawsuit, and it currently has no plans to go after other smartphone makers that use similar technology.
Since Apple entered the cell phone business more than two years ago, it has been met with critical success. The iPhone has also been a major hit with consumers, as Apple has sold over 10 million units worldwide in 2008.
But the iPhone has also caused some headaches, as the 3G version has been plagued with reception issues, a British commercial was banned for being misleading, and the company is facing multiple lawsuits over the handset's connectivity and cracks in the casing.
Apple said it doesn't comment on pending litigation.