The MMM isnt bluetooth enabled though is it- it would require reworking that would push up the price, as would an infra red wireless programmer. Then theres the new software to go on the iphone- cant use the same stuff as is used on PCs, so that would need re-doing too. End result = $$$ onto the price.
Je repet, Patrick has stated before that they are working on a handheld programmer that plugs into the esc, very much like the hobbywing escs.
Patience is a virtue.