I think Apple gets more public exposure with the iTunes phone while they're partnered with Motorola. They're clearly trying to play off the iPod's popularity with the new ROKR. I think if Apple seriously wants to make a splash in the phone market, they'll have to come out with a truly innovative or extremely well-designed product. They're are simply just too many PDA+phone+cameras out there already.
iTunes Phone Falls Flat, nano Goes Huge