The quick reference guide to Apple's keynotes
iPhone Software Roadmap
Thursday, March 6, 2008
1 hour, 18 minutes
Apple Town Hall
Steve Jobs
A standard definition version is available on YouTube.
You can download a standard definition copy from Apple's Keynote podcast.
Steve Jobs
  • iPhone in eight months has 28% market share, 71% mobile browser usage
  • 2:30
    iPhone OS
    Phil Schiller
  • Speaks about iPhone in the enterprise
  • Shows photo and quote from Genentech
  • Shows photo and quote from Stanford University
  • New enterprise features in iPhone OS 2: Push email, calendar, contacts, global address list, VPN, wifi, certificates, security policies, device config, remote wipe
  • Microsoft Exchange support using ActiveSync protocol
  • Does a demo of Exchange pushing email, calendar and contacts, with Bob Borchers' (Senior Director iPhone Product Marketing) help from the audience
  • Pretty Decent Joke
    Pretty Decent Joke
    "Bob, do you see it?" "I got it!" "So take our word for it. It worked!"
  • Quote from Nike CIO on enterprise support coming to iPhone
  • Quote from Disney SVP IT on enterprise support coming to iPhone
  • 18:00
    iPhone OS
    Scott Forstall
  • Web apps have been incredibly successful, with over 1000 available
  • Highlights web apps from Facebook and Bank of America
  • With the new SDK, developers will be able to access same APIs and tools that Apple uses
  • Digs into Core OS, Core Services, Media layer and Cocoa Touch
  • Goes through the development tools for iPhone development: Xcode, Interface Builder, Instruments
  • Unveils iPhone Simulator for testing apps
  • Demos the iPhone Simulator and does a quick Hello World app
  • Shows a 2-day sample app called Touch FX
  • Shows a 2-week sample app called Touch Fighter
  • Third Party
    Third Party Demo
    EA's Travis Boatman
    Spore for iPhone
    Third Party
    Third Party Demo
    Saleforce's Chuck Dietrich
    Salesforce Automation app for iPhone
    Third Party
    Third Party Demo
    AOL's Rizwan Sattar
    AIM for iPhone
    Third Party
    Third Party Demo
    Epocrates's Glenn Keighley
    Drug List app for iPhone
    Third Party
    Third Party Demo
    Sega's Ethan Einhorn
    Super Monkey Ball for iPhone
    iPhone OS
    Steve Jobs
  • Unveils the App Store, the exclusive way to distribute iPhone apps
  • The business deal: developer picks price and keeps 70%
  • Limitations mentioned: illegal, malicious, porn, privacy, bandwidth hog and unforeseen
  • iPhone 2.0 software update beta available immediately for developers, in June for iPhone for free and iPod touch for a nominal charge
  • You can become an iPhone developer by downloading the SDK for free, and joining the developer program for $99
  • One More Thing...
    One More Thing...
    iFund from Kleiner Perkins Caulfield & Byers
    Third Party
    Third Party Appearance
    KPCB's John Doerr
    $100 million fund for app development

    In the Tim Cook era, Apple is a pretty good judge of what products are going to be successful.

    They have a pretty good ballpark guess of how many iPhone 7s they're going to sell, and they know the next version of Logic isn't going to set the world on fire. They'll plan those debuts accordingly, with an expansive keynote in an expensive venue for the next iPhone, and a targeted marketing push towards the appropriate web sites and publications for Logic.

    In the Steve Jobs era, they were caught by surprise much more often. It's kind of fun seeing Jobs push really hard to sell a flop, and undersell a hit, in retrospect.

    The App Store could probably be considered the biggest Apple surprise of all.

    There had been plenty of Apple development platforms before the iPhone, with the Mac being the most obvious one. But the Mac as a dev platform never had anywhere near the success as the App Store. The closest parallel between Mac development and iPhone apps at the time was Widgets, which Apple had introduced with Mac OS X Tiger in the WWDC 2004 keynote.

    With Widgets, Apple had released an SDK and encouraged developers to upload them to the Dashboard "store" online. Apple had hoped that these would become incredibly popular, and for those unfamiliar with Widgets, have a look at Apple's stock and weather widgets. They're pixel perfect copies of the Stock and Weather apps on the iPhone.

    Apple had slowly convinced big players like Amazon and eBay to release widgets, but they never caught on. The Widget store is still available, currently offering a total of 1703 for download after existing for over a decade. The App Store, by comparison, had 100,000 apps after 18 months and 1,000,000 after five years.

    So for this keynote, you can see subtle signs of Apple still hedging its bets and lowering expectations. Scott Forstall promotes web apps as still a great way to go before digging into the SDK. Steve Jobs astonishingly plays his One More Thing trump card to introduce a venture capitalist who will help fund app development.

    They may have been hoping for a single or double after Widgets' strikeout, but they ended up hitting the ball out of the park.