Despite an avalanche of promotion for Apple's new 3G iPhone, which hits store shelves today (Friday), and the associated applications for it, only cable channel Bravo, among broadcast and cable outlets, has jumped on for the ride. The channel announced Thursday that fans of its Top Chef series will be able to access recipes at iphone.bravottv.com. The browser application will allow viewers to check out the recipes of their favorite "chef-testant," by ingredients, or by specific episodes -- then easily access a shopping list and take it with them to the supermarket. Although Bravo presumably withheld its announcement in anticipation of the launch of the new iPhone and the associated "app store," the Top Chef feature does not require a software download from the store and can be accessed for free, like other "web apps," via the iPhone's browser.

11/07/2008