Essentially, Wi-Fi Direct turns supporting devices into access points, allowing them to connect to one another without joining a traditional network. They’ll support typical Wi-Fi ranges and the same data-transfer rates, which in the case of 802.11n is some 30 times faster than the three megabits per second for Bluetooth.

“Wi-Fi Direct represents a leap forward for our industry. Wi-Fi users worldwide will benefit from a single-technology solution to transfer content and share applications quickly and easily among devices, even when a Wi-Fi access point isn’t available,” Wi-Fi Alliance Executive Director Edgar Figueroa said in a statement. “The impact is that Wi-Fi will become even more pervasive and useful for consumers and across the enterprise.”

And Bluetooth inevitably less so. Especially since Wi-Fi Direct will be available as a software upgrade for existing Wi-Fi devices. Why wait around for high-speed Bluetooth, which itself will rely on Wi-Fi for high speed data transfers, when you can use Wi-Fi Direct for your personal area network?

Familiar complaints to some iPhone 3G owners, or to anyone who’s spent any time in Apple’s support forums lately. Indeed, Apple recently acknowledged the device’s reception problems. That said, the company’s “twice as fast, half the price” messaging does include the caveat “actual speeds vary by site conditions,” which would seem to absolve it of Smith’s charges of false advertising. And, beyond that, those who are disappointed by the performance of their new iPhone 3Gs had 30 days to return the device without consequence. Which is not to say that iPhone 3G’s performance hasn’t been disappointingly subpar or that it’s unreasonable to demand that Apple (AAPL) fix it. Just that Smith had recourse other than a suit demanding that Apple pay unspecified damages in addition to repairing or replacing all defective iPhones.