The event which lasted well over an hour covered the enhancements coming to the iPhone later this year but also gave an insight into the progress of the App Store and iPhone and iPod touch sales.

Right away Apple’s vice president of iPod marketing Greg Joswiak who led the event stood up and gave some stats about the App Store and device sales:

• 17 million iPhones sold through December 2008
• 13.7 million iPod touches sold through December 2008
• Total of more than 30 million devices App Store ready
• 25,000 Apps available in store for download
• 800 million app downloads so far
• 800,000 downloads of original SDK
• 50,000 developers enrolled with Apple (60% new to Apple)
• 96% of Apps submitted to App Store are approved

The even moved onto cover the iPhone SDK (software development kit) which makes it possible for developers to create all the applications, straight up Scott Forstall Apple’s Senior Vice President of iPhone software announced that over 1000 new APIs (application programming interfaces) would be made available to developers.

• In App Purchases - Allows users to purchase content or services from within an application. Al payments are handled by the iTunes Store.
• Push Notification Service - Allows applications to listen for updates even when the application isn’t running.
• External Accessory Framework - Applications can now communicate with “Made for iPod” hardware accessories via Bluetooth or the Dock connector.
• Peer to peer connectivity - Adds the ability to communicate between devices using Bluetooth with no pairing required. For example multi-player capabilities in games.
• iPod library access - Access music, podcasts, or audio books stored within the iPod on the iPhone.
• Embedded Maps - Ability to embed maps within applications and add current location and annotations.
• Turn by turn direction - Developers can now build turn-by-turn direction applications but must bring their own maps.

Finally Apple covered the consumer aspect of the iPhone software update announcing that over 100 new features would come within iPhone OS 3.0.

• Cut, copy and paste across applications. Shake to undo/redo.
• Landscape mode and keyboard available in key applications such as Mail, Notes and SMS.
• Search available in all applications; system wide search can be accessed by scrolling left of the home page.
• A2DP Bluetooth (stereo bluetooth headset support)
• Voice memos
• MMS (send pictures, audio and contact cards)

[World of Apple]