Info about the iPhone itself

  • The iPhone is now in 80 countries.
  • 17 million iPhones sold.
  • Including iPod Touch, over 30 million iPhone OS units sold. (iPod touch not as popular as iPhone 13.7m).
  • 800,000 downloads of SDK since last march.
  • 50,000 individuals & companies joined iPhone Dev program.
  • 30,000 (60%) hadn’t developed for mobile platform prior to that.
  • Over 25,000 apps in the App Store today (03/17/2009).

Curiousity over submission process….

Scott Forestall, being the iPhone head, is the one who shows the preview of the iPhone.

  • Major update to OS with over 1000 APIs with iPhone OS 3.0. The same 30% fees still apply.
  • Developers are asking for subscriptions, additional levels of charging, and new content for apps.
  • Difficult to sell one application per book.
  • Today they’re supporting all of these business models.

Demo of purchasing new content from within an app

  • Can purchase a game with 10 levels, when done, another 10 levels.
  • Another example, city guides. One ‘generic’ app, and separate ‘city packs’.
  • It’s all tied into the iTunes store, so you stay within the app, and have to authenticate with your iTunes password.
  • Developers pick the price of in
  • app content. Same 70/30 ratio.
  • Free apps cannot charge for content. Free Apps are just that, free.

Peer to Peer connectivity

Example: Kids want to play games back and forth.

  • iPhone 3.0 has standard framework for finding other devices in the same area, no wifi needed.
  • Automatic discovery over bluetooth No pairing needed.
  • Bonjour
  • powered for everything. (this is going to be huge). Think printing.


  • Accessory support is next level.
  • iPhone OS 3.0 can talk directly to an accessory.
  • iPhone can control speaker’s EQ, for example.
    • FM Transmitters – FM Signal can be controlled from the iPhone’s display.
    • Enabling some over bluetooth using ‘standard built-in protocols’ or developers can create custom protocols


  • Taking maps application and making it a PUBLIC API, so devs can embed maps in their apps.
  • Pinch zoom, satellite view, hybrid, standard, custom notes, and Tri<-angulation from both Wifi and Cell networks.
  • Even reverse geo
  • coding. This enabled Core Location as the basis for turn by turn navigation apps.
  • The catch with ‘maps, is that you have to bring your own’. Due to licensing, Apple’s maps can’t be used within applications.

Push Notifications

  • late on this one… duh….
  • Within two months of launching, over 1000 apps, and 100000 downloaded.
  • Re-architect server for push notifications, they have been working on this the past six months.
  • Background processes not good for customers, battery life and the like, don’t allow the Phone to sleep.
  • Apple has tested background applications on Blackberry, Windows Mobile, and other platforms and found that battery life was drained by 80% or more.’
  • When using iPhone Push notification, standby time only dropped by 23% when testing an IM application.
    Apple has been working with 3rd party developers to test this. Most likely AOL, Yahoo, and Google.
  • 3rd Party Server pushes notifications through to apple and the user’s iPhone. Sounds and text alerts are all they can push. It scales. (I see a market for a 3rd party to run an iPhone push notification service ).
  • Push notification is a ‘unified, generic service for all developers.’ It Maintains battery life, performance and optimized for mobile networks.
  • They are working on getting push notifications for all 80 countries.


  • Proximity sensors
  • iPod Library access.
  • Streaming Audio over HTTP, even through firewalls.
  • Data detectors, built in VoIP APIs.

Developers working on push notifications


(good choice). (Seth Sternberg)

  • 35 million people sending 5 billion IMs per month.
  • Moving natively to the iPhone (this is huge).
  • Supports AIM, MSN, and a new network
  • Push was the last thing they needed to build a truly great experience’.


(Travis Boatman)

  • 10 games on the App store
  • The Sims 3.0 Demo. Walking around the house, customizing the house. New Feature available, able to purchase right in the app, without leaving.
  • Going to media center and play music right from user’s iPod Library.


(Hody Couch)

  • 5 apps in the store. Enhancing some of the apps with the new iPhone SDK
  • Product shortage, alert, open
  • Without leaving the app, user can email customer to warn about stock.


(oke Okaro)

  • Instant alerts
  • Custom sound played with sport scores
  • Streaming video within App
  • Uses new media player to allow more customized streaming based on network.
  • Over 50 million alerts per month, major reason why push was redesigned.

Life Scan

(Anita Mathew)

  • Simplifying Diabetes management
  • Check blood sugar, reader can transmit to iPhone using bluetooth or Dock Connector.
  • Add notes, record readings and help plan meals.
  • Displays Data on content footer, calculate insulin and glucose content.
  • Can communicate with greater diabetes community, alert friends and family of current health.
  • Can list data and turn the iPhone or iPod touch to an interactive graph.


(Neil Young)

  • iFund company, exclusively does iPhone Games
  • New types of Social Play for games

Touch Pets

  • Push notification for a ‘play date’ with someone else’s dog.
  • first social pet game with a social network
  • Users can buy toys, in game, for their pets to play with.
  • New Toy packs cost $0.99.


  • First person shooter.
  • Shake to jump.
  • Can send notification to a friend to jump into the game.
  • buy new weapons, in game.
  • Looks a lot like Quake 2.


(Dr. Ge Wang) (Ocarina iPhone Music App Creators)

  • Leaf Trombone
  • Invites users to Learn wacky new instruments and participate in massive online social music learning
  • Lets users play music with a Guitar Hero like user interface, and can even play duets.

More SDK Information

New Features for Customers (Over 100 according to Apple)

Copy & Paste

(Finally, people can stop complaining)

  • Double tap a word to present a ‘cut, copy, paste’ popup dialog box.
  • Two icons appear for customizing selection. Double tap an empty space to bring up a bubble, and paste.
  • Works across ALL applications (read a new API).
  • Can also copy web content.
  • Shake to bring up a dialog with ‘Undo/ Cancel’ options.
  • Note: opened SMS App (camera icon in the lower left)
  • Will paste with formatting preserved.

Multi-Photo Mailing

  • Action button in allows users to tap multiple photos to select and paste into a message (good for mobile blogging).
  • Cocoa Touch supports these photos natively, allowing developers to create better applications.

Landscape Mode

  • All Applications can now have Landscape Keyboard, like Safari has.
  •, now have landscape mode.

Messages App


  • Forward and delete individual messages
  • MMS Support
  • Send and Receive file, contact cards, audio files, and locations.


(New Application)

  • can record voice memos, lectures, can use built
  • in microphone
  • Supports external microphone (since iPhone OS 3.0 can talk to accessories directly)
  • Edit, Trim and share memos over or

  • Two calendar types
    • CalDav
    • Calendar Subscriptions
  • Uses .ics format to subscribe to different calendars (no talk about syncing multiple calendars)

  • More Details about stocks available


  • Adding search to address
  • Searching being added to all ‘Key’ applications.
    • Mail (Will continue search on server if desired
    • Address Book
    • Calendar
    • iPod
    • Notes (Entire body or just title search)
  • Spotlight comes to iPhone OS 3.0 (Search Entire Phone)
  • Flick to the left from the home screen to bring up Spotlight User Interface
  • Searches across all supported apps, contacts, iPod, Mail, and Calendar.
  • If you have a bunch of applications on your device, search is useful.

Other New Features

  • Notes Syncing to both Mac and PC with iTunes
  • Wi-Fi Auto login for hotspots
  • SHake to Shuffle on iPhone and iPod Touch
  • Stereo Bluetooth now supported (A2DP)
  • Anti-phishing now in Mobile Safari
  • Safari will remember logins
  • Support For More languages, keyboard layouts
  • Parental controls extended to Movies, TV Shows, and Apps (Ratings for Apps, allowing previously disallowed apps?)

  • Subscribe to channels, share, and save favorites

Other Information

  • Developer Beta available Today.
  • iPhone being added to 15 more countries to the 62 they already have. Now up to 77 countries.
  • iPhone OS Will ship this summer (?) Free for All iPhone 3G Customers, and original iPhones can use it too.
  • Not all features will be available on the Original iPhone (like Stereo Bluetooth)
  • Update will cost $9.95 for iPod Touch.

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