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The smartphone business is cutthroat, as almost every developer tries to come up with a device to outperform the iPhone.

The first of four most talked-about competitors, in no particular order, is a device just unveiled this week, the HTC Hero. The third android, or so-called "Google phone," is entirely touchscreen, has an anti-fingerprint Teflon coating and makes the most-used applications more personal.

"I could just go to your name and see all of your calls, all of your text messages, all of your email, all of your Facebook updates in one spot, so it's not about the application, it's more about the person," says Linda Mills of HTC.

The Hero will be out this fall, but there's no word yet on pricing or which wireless networks it will work on.

Then there's the Palm Pre, which developers claim is the best choice for those looking for one device to handle business business and personal business.

"It's the first device that really pulls all of your information from where it resides in the Web onto the device," says Mark Elliot of Sprint. "So you can manage what you're doing and how you're doing it more efficiently, more effectively, because you have access to it in one easy-to-use view."

The Pre is available on the Sprint network starting at $200.

Next up, Nokia's N97 comes packed with 32 gigabytes of onboard memory and an FM transmitter for sending music wirelessly to the car radio. Its home screen is also widget based.

"So you can actually see what's happening in real time whether that's weather, Facebook, Twitter," says Joseph Gallo of Nokia. "When you want more, you touch it, it opens up the full application."

The N97 is $700 and works on either the AT&T or T-Mobile networks.

Finally, for BlackBerry fans who can't get into the touchscreen BlackBerry Storm, the BlackBerry Tour will soon come out and enable users to do everything the Storm does, only with an actual keyboard.

The Tour will be available within the next few months through Verizon and Sprint for a still-unknown price.

While all of these smartphones are highly expandable through applications, it's widely believed that unless any of them can build a vast community like Apple has to create applications, the iPhone should easily survive the latest round of attempted coups.