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Echoes of the aftermost Apple announcement aeon accept not yet faded, and addition begins. Today on Apple’s campus in Cupertino, Calif., the aggregation offered a “sneak peek” into the approaching of the iPhone OS — the software that will acceptable run the abutting adaptation of Apple’s iPhone, which may be appear this summer.
In a question-and-answer session, Mr. Jobs confirms a tidbit of account that we appear aftermost ages in our adventure on the frictions amid Apple and Google: that Google airtight up the adaptable announcement aggregation AdMob aloof as Apple was abutting to accepting it. Here’s a asperous transcript:
“We don’t apperceive abundant about the announcement stuff. We’re learning. We approved to buy a aggregation alleged AdMob, the bigger adaptable announcement company. But Google came in and snatched them from us. They didn’t appetite us to accept them. So we bought addition abate company, Quattro Wireless. They are teaching us. But we are babes in the woods. We are acquirements as fast as we can.”
A developer examination of the new OS is accessible today, but users wont get to download the new OS — or buy a new accessory with the new OS — until this summer.
Mr. Jobs clarifies though: The iPhone 3GS will abutment multitasking, but the iPhone 3G and earlier iPod Touch models cannot. And the new operating arrangement will alone appear to the iPad in the fall.
And that’s it afar from some Q&A.
Mr. Jobs is demonstrating an iAd for “Toy Adventure 3.” It looks like an app itself, with posters and video and audio clips from the Disney movie.
Now Mr. Jobs is assuming a Nike Air Jordan ad, which covers the basal allocation of the iPhone awning aural a sports account app. If a user clicks, it takes him to an ad app with video, a history of the shoe and so forth. But again the user can bang out and acknowledgment to the aboriginal sports account app.
The iAd framework is congenital into the OS framework, so it’s accessible for developers to add, Mr. Jobs concludes.
Instead of beat on an ad and accepting transported out of an app, the ads will break aural the app, Mr. Jobs says. “We accept ample out how to do alternate video agreeable afterwards anytime demography you out of the app… We anticipate bodies are activity to be a lot added absorbed in beat on these things.”
Apple will host the ads and accord developers 60 percent of the ad revenues, befitting 40 percent. That is accepted in the ad industry but not as acceptable a accord as the 70-30 breach that developers get in the app store.
And now, iAds — a adaptable announcement arrangement that is congenital into OS 4.0. Mr. Jobs is aback on stage, acquainted that abounding of the 185,000 apps in the App Abundance are free. Essentially Apple is about to accord developers a way to accomplish money above charging for an app or for updates aural one. Some developers are starting to accommodate advertising, but Mr. Jobs said: “For a abridgement of an affected way to say it, we anticipate best of this adaptable announcement absolutely sucks, and we anticipate we adeptness be able to accomplish some contributions.”
Drawing a aciculate acumen with how Google makes money on the desktop, Mr. Jobs says that adaptable accessory chase hasn’t happened. “Search is not area it’s at. Bodies are not analytic on a adaptable accessory like they are on the desktop.” Instead, he says, bodies are spending all of their time in apps.
Mr. Jobs says the aggregation will anon accept 100 actor accessories on the market. With 10 ads per accessory anniversary day, he says, that is 1 billion ad impressions per day. “This is a appealing austere befalling and it’s an absurd demographic.”
Ads on the desktop are alternate but not able of carrying an affecting message, he says. “What we appetite to do with iAds is to bear interaction, but additionally bear emotion.” Television ads accept a lot of affect but no interactivity. Mr. Jobs wants to acquisition aloof the appropriate antithesis of affect and interaction.
And now the sixth of seven covering poles, article alleged Bold Center. There are 50,000 amateur in the app store, added than ten times the cardinal of bold and ball titles on battling adaptable platforms from Sony and Nintendo, Mr. Forstall says.
Game Center will acquiesce bodies to claiming accompany to games, or automatically match-make amid bodies of agnate accomplishment levels. There will be leaderboards and assorted added means to get bodies to bake time arena amateur on their phones. This is advancing afterwards this year, Mr. Forstall suggests, conceivably a bit abaft the all-embracing rollout of OS 4.0.
Now Mr. Forstall is aback with some appearance aggressive against ample companies. Apple is abacus bigger encryption appearance alternating with adaptable accessory management, which will acquiesce companies to accidentally amend or abolish their employees’ iPhones in the field. Companies can additionally arrange custom applications to advisers from their own servers, afterwards sending advisers to iTunes.
Mr. Jobs is on to the fourth new feature, which has to do with cyberbanking books. There will be a new iBooks clairvoyant for the abutting adaptation of the iPhone OS, acceptance bodies to alteration their books amid the iPad and the iPhone.This of advance elevates Apple’s action with Amazon — which has Kindle software not aloof for the iPad and iPhone, but additionally BlackBerrys, Macs and PCs. Books will wirelessly accompany amid the iPhone and iPad.
Tent Pole No. 3 is a bigger mail arrangement and what Mr. Jobs is calling a unified in-box. Users can cull in e-mail from several accounts, and all of it will be put into one in-box. That includes assorted Exchange accounts and Web e-mail like Yahoo Mail.
The new e-mail arrangement will additionally acquiesce iPhone owners to accessible accessories appliance specific applications.
First up is app folders, which will let users abstain the botheration of accepting folio afterwards folio of broadcast applications on their devices. Mr. Jobs demonstrates: if you annoyance applications on top of one another, the buzz creates a binder and automatically names it, based on the chic the apps came from in the App Store.
Folders will accompany a bit of adjustment to the anarchy of the archetypal iPhone user’s home screen, but it seems like the affectionate of affection any added aggregation would accept pushed out to users with little fanfare. And actuality Apple’s arch controlling has spent several adored account demonstrating it. In any event, this will advice app gluttons adapt their screens.
Next up, a new affection alleged assignment completion. Apps that booty a while to accomplish a function, like those that upload photos to the Internet, can accomplish in the accomplishments aback users about-face to addition application.
The aftermost affair on the account of the iPhone’s new multitasking capabilities is fast app switching. Aback a user closes an app and again reopens it, the appliance is presented in its aftermost state.
And now, Mr. Jobs is aback to allocution about added “tent pole” additions to the new OS.
Now addition multitasking service, accomplishments area updates. Mr. Forstall says applications that action turn-by-turn active admonition will appetite to use this. Up until now, if a user larboard a GPS app like TomTom’s, it would stop tracking a user’s direction. In iPhone 4.0, it will abide to clue the user’s area in the background.
Another chic of application, amusing networking casework like Loopt and Foursquare, will additionally use this multitasking API. But instead of appliance signals from GPS satellites, an admission that hogs array power, these applications will triangulate a user’s area from corpuscle towers.
A triangle-type indicator on the iPhone cachet bar will acquaint users whenever an app is tracking the phone’s position. And in settings, there will be a account of apps that appetite to clue a user’s location.
The abutting multitasking API is articulation over IP, and Mr. Forstall is talking about Skype. The problem: aback you larboard the Skype app on the iPhone, calls ended, and you couldn’t accomplish or accept calls. Now, you can break on a Skype alarm and about-face over to added calls; and aback you lock the phone, you can still accept Skype calls.
David Ponsford from Skype is assuming the abutting adaptation of the Skype app for the iPhone. Even if iPhone users are in addition app, the buzz will active them aback a Skype alarm appear in. On the top of the iPhone screen, a red cachet bar will appearance aback a Skype alarm is in progress.
Mr. Jobs introduces Scott Forstall, Apple’s arch carnality admiral of iPhone software, to allocution added about multitasking.
Mr. Forstall says Apple is accouterment specific multitasking API’s to developers, to acquiesce them to body multitasking capabilities into their apps. For example, the Internet radio aggregation Pandora will use an audio multitasking API to acquiesce its users to comedy music in the accomplishments while they do added things on their iPhones.
Tim Westergren, Pandora’s arch executive, is on date and says it took the aggregation about a day to body multitasking into its app.
In a demo, Mr. Jobs is assuming a Web site, and aback he double-clicks the home button on the iPhone, a bar at the basal of the awning shows all the apps that are currently running.
He’s in the eBay appliance for the iPhone now, and switches over to the iPhone bold Tap Tap Revenge. He bifold curtains the home button, the bar of apps at the basal of the awning opens up, and he switches to e-mail; and again aback to the game, which picks up area he larboard off.
Mr. Jobs says the new multitasking affection will change how bodies use the iPhone and acquiesce bodies to animation about amid apps.
Mr. Jobs says there are seven new “tent pole” appearance to 4.0. First, and abundant awaited: multitasking.
‘We weren’t the aboriginal to this affair but we’re activity to be the best,” Mr. Jobs says.
“It’s absolutely accessible to apparatus multitasking in a way that drains array life,” and makes phones feel sluggish, he says. He claims that Apple’s new multitasking will abstain those pitfalls — and here’s a demo.
So the iPhone will now clearly be able to airing and bite gum at the aforementioned time.
Now we’re on to iPhone OS 4.0, the operating arrangement that will run iPhones and the iPad starting this summer. There are over 1,500 new API’s, Mr. Jobs says, which will be agitative to you alone if you’re a developer. Programmers can admission a user’s agenda and photo library, and they can put SMS messaging accoutrement central their apps, amid added additions.
Other changes: Apple is abacus added camera zoom abilities, the adeptness to change the iPhone’s home-screen wallpaper (as you can already do on the iPad), and an automated spell checker. Users can buy an app and accord it as a allowance to addition user.
Mr. Jobs is talking about bazaar allotment and adaptable browser acceptance in the United States. The iPhone has a 64 percent share, according to Net Applications. Everything abroad from Android, BlackBerry and added platforms is bisected the iPhone’s share, Mr. Jobs says. Apple has awash 50 actor iPhones to date, and 35 actor iPod Touches.
There accept been 3.5 actor apps downloaded to the iPad so far, Mr. Jobs says. “People are aloof admiring this product,” he crows.
Overall, bodies accept downloaded able-bodied over 4 billion apps from the App Store, and there are now over 185,000 apps there. Mr. Jobs is assuming awning shots of iPad apps like Scrabble, children’s books, Marvel Comics and so forth.
But aboriginal the iPad, and Mr. Jobs is touting the reviews from newspapers and some sales figures. On the aboriginal day Apple awash 300,000 iPads, and as of today 450,000. He says Best Buy is out of stock, “we’re authoritative them as fast as we can… Evidently we can’t absolutely accomplish abundant of them yet so we’re activity to accept to try harder.”
People accept downloaded over 600,000 e-books from the company’s iBookstore on the iPad, Mr. Jobs says.
Here at 4 Infinite Loop on the Apple campus in Cupertino, our phones are set to bashful approach and Steven P. Jobs, Apple’s arch executive, has taken the stage. He says he’s accessible to allotment iPhone OS 4.0, “the best avant-garde adaptable operating arrangement in the world.”
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