Yes open up iPhone and not Nescafe. Finally, it is becoming reality. As Steve Jobs has announced, Apple will be providing SDK for iPhone in February. Why it takes so long is a valid question. However, better late than never.
It will be amazing to see third party applications pouring in for iPhone. Believe me, with all those wild developers out there, iPhone will do miracles shortly. However, this will heavily depend on Apple. I believe Apple has not finally decided which approach to take in creating a developer community. However, it is expected that Apple will enforce some sort of signature for developed applications. This is totally okay as long as it is not overcomplicated to acquire those digital signatures, thus scaring many developers. There should be a balance between easy of developing for iPhone and keeping iPhone protected from malware.