The other day I was lying on my side, trying to read a web page on the iPhone. I turned the iPhone 90° clockwise, but it obligingly re-rotated the text 90° counter-clockwise, leaving me again out of sync. I grumbled something about the irritation of being outmaneuvered by a handheld gadget. Amy's brilliant suggestion: rotate it another 90° CCW. Since the iPhone doesn't offer 180° rotation, this left the text rotated 90° -- aligned with my head.

Thanks, Amy!