x3 - bluetooth audio streaming

I have had my X3 for a couple of months now and am still encountering a problem. Wondering if its me or the car. So anytime I get in the car and try to turn on bluetooth audio streaming, it never works. I always have to go into iDrive and then into the phone's "profile" to enable audio streaming for my particular phone (an iPhone 4). If I just go to the bluetooth option from the media menu, it doesn't work (or when I use one of the hot button shortcuts; doesn't work there either)

What am I missing here??