The quick reference guide to Apple's keynotes
iPhone OS 3 Event
DATE
Tuesday, March 17, 2009
DURATION
1 hour, 27 minutes
LOCATION
Apple Town Hall
AUDIENCE
Press
MASTER OF CEREMONIES
Greg Joswiak
Pronuntiatio
A playlist making up this keynote is available on YouTube.
You can download a standard definition copy from Apple's Keynote podcast.
Dispositio
0:00
iPhone
Greg Joswiak
  • Sold 13.7 million iPhones in 2008
  • 800,000 downloads of SDK, 50,000 developers joined the program
  • We Made a Video
    We Made a Video
    Becoming an app developer
    Trism's Steve Demeter
  • 25,000 apps in the App Store
  • 7:25
    iPhone OS
    Scott Forstall
  • Goes through new features in iPhone OS 3: in-app purchases, peer-to-peer networking, accessory support, MapKit
  • One More Thing...
    Unauthorized One More Thing...
    "Now there is one more thing...we're doing with maps"
  • Developers can use Core Location to create a turn-by-turn directions app, but they need to provide their own map data
  • They needed a new server architecture, explaining the delay of push notifications
  • Third Party Demo
    Third Party Demo
    Meebo's Seth Sternberg & Paul Sowden
    Meebo for iPhone
    Third Party Demo
    Third Party Demo
    EA's Travis Boatman
    The Sims 3
    Third Party Demo
    Third Party Demo
    Oracle's Hody Crouch
    Indicators and Sales apps
    Third Party Demo
    Third Party Demo
    ESPN's Oke Okaro
    ESPN for iPhone
    Third Party Demo
    Third Party Demo
    Lifescan's Anita Mathew
    Diabetes app for iPhone
    Third Party Demo
    Third Party Demo
    ngmoco's Neil Young
    Touch Pets and Livefire
    Third Party Demo
    Third Party Demo
    Smule's Ge Wang
    Ocarina app
  • Lists major new user features in iPhone OS 3: Cut, copy and paste, improved landscape modes, MMS messages, voice memos, and improved searching
  • 1:24:00
    iPhone OS
    Greg Joswiak
  • Developers get access to the beta today, users get it in the summer
  • Free for iPhone users, and $10 for iPod touch owners
  • Q&A Session
    Q&A Session
    Greg Joswiak, Phil Schiller, Scott Forstall
    Memoria

    A new version of iPhone OS requires a keynote.

    It is Apple's most important software, the operating system of its flagship products. It needs the marketing push of a keynote to get developers working with the new APIs and to get users excited to upgrade their iPhones.

    iPhone OS 3.0 is the least showy point-oh release of the Scott Forstall era. Version 1.0 made the iPhone possible, 2.0 added the App Store, 4.0 added multitasking, 5.0 added iMessage and iCloud, and 6.0 added built-in turn-by-turn navigation and Passbook.

    iPhone OS 3's two biggest tentpole features was something already announced and later bumped from 2.1 (push notifications) and a feature that was likely on the original development todo list for the iPhone, but was so low priority that it didn't get done until two years later (cut, copy and paste).

    With Steve Jobs on medical leave, this could have easily been Scott Forstall running the entire keynote from "Welcome" to "Thanks for coming", and I wouldn't be surprised if he asked for that chance. Given that Tim Cook was in charge during most of 2009, and what happened to Forstall after Cook permanently took over after Jobs' death, it wouldn't be too much of a leap to think that Cook insisted on adding an M.C. to bookend the keynote.

    In the end, the M.C. was only needed on stage for about four minutes at the beginning of the show and three minutes at the end. That's not a job for Phil Schiller, who did 90 minutes of speaking at Macworld and was in the on-deck circle getting ready for two hours at WWDC. (Schiller was on hand that day, and participated in the Q&A segment after the keynote.)

    The M.C. job fell to Greg Joswiak, a fan favorite and thoroughly excellent speaker, yet someone who must share a kinship with NHL goaltenders who get hired to be the third netminder on a given team. He's neither the starter nor the backup. He's put out on the ice by the coach in less consequential games when one goalie is injured and the other is resting up.

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