I would be happy with just making the display of the site itself iPhone friendly. I don't want to bust anyone's balls here because the staff is doing a fine job. But I am looking at the site right now on my iPhone and it's set wide and miniaturized like when someone posts a wide picture in a forum. Barely readable without zooming in.
When I was working on a site that wanted a special icon if people wanted to bookmark a page I found that creating an icon at 60x60 at 72dpi was the best way to do it since the iPhone/iPod Touch scales it down to 57x57. It's just a simple code you add to the "head" tag.