The quick reference guide to Apple's keynotes
WWDC '08
DATE
Monday, June 9, 2008
DURATION
1 hour, 44 minutes
LOCATION
Moscone West
AUDIENCE
Developers & Press
MASTER OF CEREMONIES
Steve Jobs
Pronuntiatio
A standard definition version is available on YouTube.
You can download a standard definition copy from Apple's Keynote podcast.
The song "It's a small world after all" has been muted during the iPhone 3G country reveal.
Dispositio
0:00
Welcome
Steve Jobs
  • 147 sessions, 169 labs
  • Bertrand Serlet will be previewing Mac OS X Snow Leopard during the afternoon session
  • 1:58
    iPhone
    Steve Jobs
  • iPhone SDK downloaded 250,000 times, with 25,000 trying to join the developer program, and 4000 accepted into the beta
  • iPhone 2.0 software update includes the Enterprise features, the SDK, and new user features
  • Briefly reviews Microsoft Exchange and Cisco VPN additions
  • 35% of Fortune 500 have participated in beta program
  • We Made a Video
    We Made a Video
    iPhone in the Enterprise
    10:08
    iPhone OS
    Scott Forstall
  • Overview of APIs and frameworks available to developers, covering a lot of the same material from the last keynote
  • Builds a sample app using the tools live on stage
  • Reads some quotes from developers who have been using the SDK for the past few months
  • Third Party Demo
    Third Party Demo
    Sega's Ethan Einhorn & Josh Morton
    Super Monkey Ball for iPhone
    Third Party Demo
    Third Party Demo
    eBay's Ken Sun & Alan Lewis
    eBay for iPhone
    Third Party Demo
    Third Party Demo
    Loopt's Sam Altman
    Loopt for iPhone
    Third Party Demo
    Third Party Demo
    TypePad's Michael Sippey & Ray Marshall
    TypePad for iPhone
    Third Party Demo
    Third Party Demo
    Associated Press's Benjamin Mosse
    Mobile News Network for iPhone
    Third Party Demo
    Third Party Demo
    Pangea Software's Brian Greenstone
    Enigmo & Cro-Mag Rally
    Third Party Demo
    Third Party Demo
    Moo Cow Music's Mark Terry
    Band for iPhone
    Third Party Demo
    Third Party Demo
    MLB.com's Jeremy Schoenherr & Robert Stapalla
    MLB At Bat for iPhone
    Third Party Demo
    Third Party Demo
    Modality's Dr S. Mark Williams & James Crouch
    Netter's Anatomy for iPhone
    Third Party Demo
    Third Party Demo
    MimVista's Mark Cain
    Radiology app for iPhone
    Third Party Demo
    Third Party Demo
    Digital Legend's Xavier Carrillo Costa
    Krull for iPhone
  • Many developers have been requesting push notifications
  • Background processes are the wrong way to implement
  • Microsoft
    Microsoft Opprobrium
    Showing Windows Mobile's Task Manager on a Samsung phone
  • Announces that Apple will set up a push notification service, available in September
  • 58:55
    iPhone OS
    Steve Jobs
  • New user features in iPhone OS 2.0: contact search, iWork document viewing, PowerPoint slide viewing, bulk deleting and moving, save images to photo library, scientific calculator, parental controls, new languages
  • Free in July for iPhone owners, down to $10 for iPod touch
  • App Store available in 62 countries
  • Will allow enterprise customers to authorize a set of iPhones and distribute apps just to those devices
  • Developers will be able to register 100 iPhones to distribute apps as well, useful for education and testing
  • 1:07:27
    MobileMe
    Phil Schiller
  • "Exchange for the rest of us"
  • Push email, contacts and calendars, using Mail, iCal and Address Book on Mac, Outlook on PCs
  • Does a demo of the web interface on an iMac, and shows results on an iPhone
  • Replaces .mac in early July for $99 per year
  • 1:21:57
    iPhone
    Steve Jobs
  • The iPhone is the phone that has changed phones forever
  • Customer satisfaction of 90%
  • Sold 6 million until they ran out a few weeks ago
  • The next challenges are 3G networking, enterprise support, third-party applications, selling in more countries, and make it more affordable
  • Introduces the iPhone 3G
  • Waiting
    Uncomfortable Waiting
    Showing iPhone 3G loading a web site in 21 seconds, and waits 59 seconds to let original iPhone to finish using Edge
  • iPhone 3G adds GPS, will be sold in 70 countries, and starts at $199 with a two-year contract
  • We Made an Ad
    We Made an Ad
    The first phone to beat the iPhone
    Memoria

    Apple knows that a keynote with only one point of view presented can feel lopsided.

    By reading favourable quotes from reviews and trotting third-party presenters on stage, Apple gets to say, in effect, "Don't just take our word for it..."

    But holy cow, that's a lot of third-party demos in this keynote.

    As I alluded to in the last keynote's Memoria section, Apple was blown away with the success of the App Store. The first glimmer of that manifests itself here, when they have an embarrassment of choice when they want to show off some third party apps.

    Instead of culling it down to the very best five or six, they march out eleven presenters to demo apps that they've created in the few months since the release of the new SDK. They even drag up an insurance salesman who took a shine to app development and wrote a music playing app in his spare time.

    It almost certainly bumped the reveal of Mac OS X Snow Leopard out of the keynote and into the undercard afternoon event, not open to the press and not available to watch by the public. That may have been a happy coincidence anyway, since there were no new user features to announce for Snow Leopard.

    After the App Store opened and its success became apparent, Apple still crowed about quantity, but focused on quality in future third party demos. In the iOS # keynote, they demoed two apps, and in the iPhone # keynote, they demoed one game.

    The numbers started speaking for themselves, no need for a dozen demos.

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