Apple's iBookStore, will be available for the iPad, iPhone, and iPod Touch. The iPhone App allows you to highlight passages, write notes about them, and more. Books are saved as protected PDFs.  (Source: Engadget)

The new iMovie iPhone App allows users to do 720p video editing -- on their phone!  (Source: Engadget)

Apple will soon be plastering iAds into select iPhone and iPad apps. The ads can play video, be interacted with, and more, when clicked.  (Source: Engadget)
Steve Jobs proclaims the wonders of HTML5 and "open" platforms

At Steve Jobs WWDC keynote address at its Worldwide Developers Conference today, Apple unleashed a flurry of iPhone, iPad, and iPod Touch software to go with its hot new iPhone 4 hardware

Steve Jobs took a snipe at his old familiar foe, Adobe's Flash, stating, " I want to make something clear. We support two platforms: HTML5 -- it's a completely open, uncontrolled platform. And we fully support it.  Anyone can write HTML5 apps. The second one is the App Store. It's the most vibrant app store on the planet." [Important note -- the implementation of HTML5 Apple supports using the H.264 video codec, exclusively, which is not free.]

And he fired back at critics of his App store policies, stating, "Guess what? 95% of all apps submitted are approved within 7 days.  What about the ones we don't approve? Well why is that? What are the reasons? 1: the app doesn't do what you said it would. 2: It uses private APIs... and if they change the app will break... and the third reason? They crash." [Or they use linkers to port from things that rhyme with "crash".]

He concludes, "If you were in our shoes, you'd be rejecting for the same reasons. Even with this, 95% are approved in seven days. Sometimes you read these articles and you think something is going on..."

Apple announced loads of new software.  First up was Netflix for the iPhone.  Netflix is already available for the iPad.  Now iPhone owners get a 3G-enabled version.  States Netflix's Reed Hastings, "We just launched Netflix for the iPad, and it's been a huge success. It's the #1 most downloaded in entertainment apps. But I'm happy to announce Netflix for iPhone coming this summer, for free.  Netflix is taking advantage of Apple's adaptive bitrate technology. And it allows us to seamlessly switch between networks."

The new app allows you to pick up where you left off viewing.

Other high profile app announcements included Zynga's Farmville (of Facebook infamy) for the iPhone and Activision's Guitar hero for the iPad and iPhone.  Steve Jobs also showed off a new Jenga-like game that uses the new gyroscope.

Apple's highest profile app announcement, perhaps, though, is iMovie. IMovie works a lot like the Mac app and allows people to piece together movies from pictures and films taken on the phone.  The editing is all done on phone and can support high definition video -- up to 720p -- courtesy of the new 5 MP camera.  The app will be hitting the App Store priced at $4.99.

As expected Apple also officially announced iPhone Operating System version 4.0.  It brings multitasking, new swipe gestures (to access volume, running apps).  It also revamps the email inbox adding threading to track ongoing email dialogues. You can also drag multiple apps onto each other to form a group.

On the enterprise side iPhone OS 4.0 adds improved data protection, support for multiple Microsoft Exchange accounts, SSL VPN support, and mobile device management tools.  It even adds support for Bing search engine (Yahoo! and Google were previously supported).  Describes Steve, "Microsoft has done a great job on this. Check it out, it's kinda cool."

Apple is also pushing its PDF iBooks pretty hard.  It claims to now own 22 percent of the eBook market and it showed of fancy features like adding notes to passages in your favorite books in an iPhone/iPod Touch version of its PDF software it revealed.  Over the air downloads of iBooks are also supported.  Apple's iBookStore is joining the App Store and iTunes as Apple's core digital marketplaces.

Also revealed were the new iAds.  Apple's new ads are colorful and graphical.  They show up on the bottom of the screen, much like Google's mobile ads (courtesy of AdMob) that are found in some Android apps.  When you click them, a full screen video pops up, which you can exit out of at any time.  The ads even allow user interaction, acting like mini-apps.  For example, in a Nissan Leaf ad, which Jobs demoed, you could sign up for a waiting list or play with graphs showing the vehicle's fuel efficiency.

Among Apple's ad partners announced were Nissan, Citi, Unilever, AT&T, Chanel, GE, Liberty Mutual, State Farm, Geico, Campbells, Sears, JC Penny, Target, Best Buy, Direct TV, TBS, and Disney.  Apple says its partners have committed $60M USD in advertising revenue, so far.

That's about it for Apple's software announcements concerning the iPhone and iPad.  In all there weren't many surprises.  Stay tuned for our recap of the company's desktop software blitz.

"Nowadays you can buy a CPU cheaper than the CPU fan." -- Unnamed AMD executive

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