Sync Your Gmail Contacts, Calendar With iPhone & Windows Mobile
http://www.techcrunchit.com/2009/01/27/sync-your-gmail-contacts-calendar-with-iphone-windows-mobile/

Last August, I upgraded from a simple flip phone to a HTC Touch. Immediately I began looking for a way to avoid manually entering my Gmail contacts into the phone. After several hours of fruitless searching, I stumbled on NuevaSync–a free service that sync’d both my Gmail contacts and my Google Calendar. Thankfully, they also support Google Apps accounts.

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As a user, this free service is a dream. I only think about it when I need to change a setting–otherwise everything is seamlessly behind the scenes. And they keep improving. They just announced iPhone multiple calendar support, and expect to break 100,000 users sometime this week.