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Apple rose above possible iPhone shortages, disillusioned customers and even a capricious price cut, but it can't seem give the iPhone the one thing literally every other has: ringtones. The juggernaut has lost thousands, if not millions of dollars already because it didn't launch the iPhone with downloadable ringtones.

According to Nielsen Ringscan, more than 81 million ringtone-related songs were bought in 2006. By the time Apple did this month's press announcement, it already had one million iPhone customers ready to buy.

Although the press conference gave us what we wanted to hear —music library ringtones on the iPhone —but Apple's had more than a hard time delivering the goods. Apple gave an iTunes update after the conference, adding the option "Ringtones" to the Library list (right under "Radio") - and then didn't give any ringtones.

Enterprising users discovered how to put ringtones on their iPhones, which is when the (lawfully bought) Rocky theme song trumpeted from my iPhone, and within a week Apple discovered how they were putting ringtones on their iPhones , which is when Rocky and other "bootleg" ringtones became incompatible with iTunes.

Apple is only allowing Apple Music Store-purchased music to be used as a ringtone and even charging an additional $.99 for the process, but users are most irritated at how inconsistent the selection of ringtones has been since the ringtone "launch." Like other consumers, my iTunes library originally had no ringtone-eligible songs (which are indicated by a bell icon). The next time I opened iTunes, just over a dozen songs were listed as ringtone-compatible. Reopening iTunes the following day, there was once again no ringtone-compatible songs—the ones originally listed were de-listed from ringtone status. This flip-flop has gone on for weeks.


        Bell Indicates Ringtone Compatible Songs

The more disturbing aspect is how few songs are available as ringtones. Out of 14.3 days worth of music, I had 14 eligible songs. They were as random as Average White Band's "School Boy Crush," Justin Timberlake's "Sexyback," and Chicago's "Does Anybody Really Know What Time It Is?". According to a recent WIRED news piece, Apple's limited music licensing has tied up most of its electronic music catalog. Only about eight percent is available.

There are always options. For those lucky (and smart enough) to not have updated to iTunes 7.4.1.2 in mid-September, the old, simple method is explained on the next page. For the rest of us, hackers are working on other tools to get our favorite theme song back on the iPhone.

About the Author
Damon Brown wrote the "Pocket Idiot's Guide to the iPhone" (Alpha/Penguin Books). Available on August 7, you can preorder it at Amazon or your favorite online bookstore. Damon also writes for Playboy, SPIN and The New York Post.