Traditional Key Success Factors for Mobile Doesn't Apply to iPhone

Back then when it was mainly J2ME for mobile, the key success factors for a successful J2ME title include:

• Usage of big brands.
• Casual and mass-market concepts.

Apparently, these don't necessarily make you winners for the iPhone market, at least that's the opinion of Digital Chocolate.

http://www.pocketgamer.co.uk/r/Blackberry/Digital+Chocolate/news.asp?c=12728
Based on the above interview, iPhone winners are going to be original titles built for the iPhone.

Is this consistent with the market data so far?

http://www.moconews.net/entry/419-apple-starts-countdown-to-1-billion-apps-lists-top-20-apps-of-all-time/+
Well based on the data in the above post, it's not really conclusive, with a pretty even mix of branded and original titles. Though having said that, when was the last time we saw this kind of distribution between branded and original titles in J2ME mobile?