Since Apple (NSDQ: AAPL) released the iPhone two years ago, it has been the undisputed leader in wireless in terms of driving consumers to use their phones for more than talking. The big question is whether the company can continue stealing the industry’s spotlight with today’s announcement of the iPhone 3G S and the roll-out of the iPhone OS 3.0.

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On the surface, the WWDC keynote was a bit underwhelming. Apple did not announce a single thing that another carrier or handset maker hasn’t done before, and media darling, and Apple CEO Steve Jobs, failed to make a appearance like many people expected. However, Apple’s announcements drove home the idea that the company remains committed to making complicated features, like video-recording and editing and voice controls, easier than anyone else on the phone. That coupled with new price points and models will likely continue the company’s impressive growth—no matter what phone is launched by other handset makers. Apple’s SVP of Worldwide Marketing Phillip Schiller, who led today’s presentation, was quick to dismiss any concerns about whether Apple remains in the lead: “To call the iPhone a hit is the understatement of the year. It’s changed how people think about their phones. It wasn’t that long ago when we were so frustrated with what we called ‘these crappy devices.’ It’s changed what we expect.”

And likely, we won’t see the full impact of what was announced today for awhile. As iPhone developer Jonathan Dann of Amsterdam-based Sofa pointed out to mocoNews: “There’s a nice few additions, but the important part is the new OS. Users will slowly start to see more from us.” His friend, Austin Sarner, an independent iPhone developer, said all of today’s news “was expected,” but others like Palm’s WebOS “are late to the game. As he nodded to the packed San Francisco conference center, he said: “There’s already an established base of developers for the iPhone.”