Apple's iPhone OS 4.0 Media Event: 'Sneak Peek Into the Future'


Apple today is holding its iPhone OS 4.0 media preview event where it is expected to show off the next-generation operating system for its multi-touch portable devices and begin offering developers tools to build applications for the new operating system.

The event is scheduled to kick off at Apple's Cupertino headquarters at 10:00 AM Pacific Time / 1:00 PM Eastern Time, or just about one hour from now. Apple will not be providing live video or audio coverage of the event, and thus observers will have to rely primarily on text and photo updates coming out of the event. Apple will likely post a video recording of the event later today for full analysis.

Live Web/Twitter Coverage
- Engadget
- Gizmodo
- iLounge
- Ars Technica
- gdgt
- MacRumors Twitter updates

- Spoiler-Free notification page for Apple's QuickTime video of the presentation

Recent News and Rumors
- iPhone OS 4.0 Claimed to Include Multitasking, Revamped Interface
- iPhone OS 4.0 to Bring Expose-like Multitasking?
- iPhone OS to Gain Universal Inbox for Mail?
- Apple iPad, iPhone OS 4 Appears Set to Gain Direct Printing Support
- Apple's 'iAd' Mobile Advertising Platform Set for Introduction Tomorrow as Google Sweats AdMob Purchase Approval?

Event Updates
- Audience is seated and music is playing.
- Steve Jobs on stage, talking about iPad success. Quoting reviews.
- 450,000 iPads sold so far, up from 300,000 on the first day. Best Buy is out of stock, and we're making them as fast as we can.
- iBooks: 250,000 books downloaded on first day, now up to 600,000.
- iPad apps: 1 million on first day, now up to 3.5 million.
- App Store: over 4 billion apps sold, with over 185,000 apps available in the store, 3,500 iPad apps.
- Jobs quickly showing off a number of iPad apps.
- Moving on to iPhone.
- JD Power satisfaction award for three years in a row. 64% share of mobile browser usage.
- Over 50 million iPhones sold. Add in iPod touches and we're over 85 million total.
- Today is preview of iPhone OS 4.0. Shipping this summer with developer preview today. Over 1,500 new APIs.
- Devs now have access to calendar, camera data, Quick Look, SMS within apps, etc.
- Over 100 new user features: playlist creation, 5x digital zoom for camera, tap-to-focus for video, Photos app has Places support, home screen wallpapers, spellcheck enhancements, etc.
- We'll highlight seven of the features today
- Feature #1: Multitasking. We won't be first, but we'll be best. Now demoing. Double-clicking home button pulls up a "dock" showing currently-running apps.

- Scott Forstall on stage to explain how they accomplished this while preserving battery life and performance.
- Apple has provided seven multitasking services to developers to assist with the functionality
- Service #1: Background audio streaming. Demo from Pandora founder Tim Westergren. Claims it took them one day to implement background streaming. Showing Pandora continuing to play while browsing in Safari, on lock screen, etc.
- Service #2: VoIP. Can now leave Skype app while still running. Can even see calls come in with status bar on the lock screen. Demoing with Skype's David Ponsford.


- Service #3: Background location. GPS apps like TomTom can continue in the background while you exit the app to listen to music. Audio cues overlay other audio. Also a second class of this service uses cell towers for apps like Loopt. For privacy purposes, status bar indicator lets you know if any app (foreground or background) is requesting location. Can also fine-tune approvals for location tracking on an app-by-app basis.
- Service #4: Push notifications. 10 billion push notifications served in past 9 months.
- Service #5: Local notifications. Rather than requiring third-party server to push notifications, iPhone itself can push within the phone. TV Guide application given as example.
- Service #6: Task completion. For apps like Flickr where a photo upload make take awhile, you can now leave the application and task will continue
- Service #7: Fast app switching. Application state stored and preserved instantly, freeing up resources when switching.
- Now back to Steve for more on iPhone OS 4.0's new features.
- Feature #2: Folders. With people downloading more and more apps, we need better organization. Drag and drop apps onto one another to create folders. Automatically names folder based on app categories, but user-editable. Icon becomes a "multi-icon".
- Also demonstrating changing home screen wallpaper.
- Folders now allow you to see 2,000 apps on your device, up from 180.
- Feature #3: Enhanced email. Unified inbox, multiple Exchange accounts, fast inbox switching, threaded views, open attachments with App Store app.
- Feature #4: iBooks for iPhone OS. Same as for iPad, same iBookstore. Showing of Winnie the Pooh.


- Buy books once and read them anywhere. Wireless syncing of content and bookmarks.
- Feature #5: Enterprise. Better email encryption, APIs for better encryption inside apps, wireless app distribution, mobile device management, multiple Exchange accounts, SSL VPN support.
- Feature #6: Game Center. We have over 50,000 gaming titles already. Game Center brings social aspect...challenge friends, leaderboards, achievements
- Feature #7: iAd. Free apps are great, and we want to help developers make the money they need to survive. Most mobile advertising sucks, and we want to help them keep free apps free. On the desktop, search is where advertising is at. But on a phone, users are in dedicated apps.
- Users spend 30 minutes a day in apps. Say an ad every 3 minutes...10 ads per day. We'll be at 100 million devices soon, so that's 1 billion ad opportunities per day.
- Apple wants more interaction and emotion than typical mobile ads. Interactive ads currently take you out of the app, but with iAd in the OS itself, you won't have to leave the app. Users are more likely to click since there is no penalty.
- Apple will sell and host ads, giving developers industry-standard 60% of revenue.
- Demoing Toy Story 3 ad. Everything is done in HTML5. Click an ad and it takes over the screen. Explore the ad...sound clips, video, in-ad purchases, even mini-games. It all plays back right there.


- Now demoing a Nike ad with video. Make your own shoes with Nike ID...link to app in the ad. Store locator right there with Google Maps pop-up.
- Now a faux Target ad allowing user "build" a dorm room.
- That's the demo. Very easy for ad agencies and devs to make the ads, and users are more likely to use them because they stay in the app.
- Jobs reviewing new features, all available in developer preview today.
- Public release in summer for iPhone 3GS and 3rd-generation iPod touch. iPhone 3G and 2nd-generation iPod touch will run many of the new features, but not all. Multitasking will be one of the ones that won't be supported on those. Original iPhone and 1st-generation iPod touch apparently left out. iPhone OS 4.0 coming to iPad in the fall.
- End of presentation, with a short break before Q&A.

Q&A
- Q: How will multitasking affect AT&T network demands? A: Jobs says not sure that's accurate...background data usage will be minimal. Data intensive tasks are things like video that require user attention.
- Q: Wireless app distribution is possible for all users? A: Jobs says no. Forstall clarifies that it is enterprise-only, requiring signed certificates.
- Q: How will Game Center social network affect Ngmoco and OpenFeint? A: Forstall notes that developers have asked for a unified network, and that's why Apple is providing it.
- Q: Will there be an ad approval process for iAd like the App Store? A: Jobs says that there will some boundaries, but hoping that nothing more than a "light touch" will be necessary.
- Q: Any changes to Apple's stance on Flash/Java? A: Jobs says no.
- Q: Any development tools required for iAds? A: No, with HTML5, they can use whatever tools they want.
- Q: No background APIs for things like monitoring Twitter in background? A: We think Twitter and related services work much better with push notifications.
- Q: Why no widgets on iPad? A: We just shipped it on Saturday, and we rested on Sunday. Everything is possible.
- Further discussion of market for iAd and how users' attention isn't occupied by apps on computers. But on phone things are different. Apple not looking to become worldwide ad agency. Tried to buy AdMob but Google snatched it, so Apple bought Quattro, a smaller but great company. We're learning as fast as we can from them.
- Talking about iPhone OS 4.0 compatibility for older devices. Earlier hardware just can't support some of the features like multitasking.
- Q: What are you doing to address distracted driving? A: Jobs says that they've done more than most, with hands-free calling and integrated displays and controls for cars.
- Q: Any chance of running unsigned applications like on Android? A: Jobs says that because of that ability, there is a porn store for Android, and that's not a place we want to go.
- Q: Any surprises on reactions to iPad? A: Jobs says they "still have butterflies" about it. Reaction has been great...a profound game changer. Schiller is surprised by the quality of the applications coming out already. Jobs says that competitors would be hoping for 3500 apps in the first year, and the iPad has that in a week. Building on the base of 85 million existing iPhone OS users helps.
- Q: With so much in the App Store, how can developers get their apps discovered? A: Jobs says that the App Store is not part of iPhone OS, and so the server-side stuff can be enhanced constantly. They've added the Genius feature and a lot of third-party sites have sprung up to feature and recommend apps. Game Center will also help the viral spread of apps. And gifting.
- Q: Are you concerned that multitasking and other new features not compatible with older devices will alienate existing customers? Will it encourage them to upgrade? A: The growth curve for these products has been very steep, so most of the devices out there are the newer models. The older models will get some great new feature, but will be missing some like multitasking. If they upgrade because of that, fantastic.
- Q: How do you close apps when multitasking? A: You don't have to. Jobs says that if you see task manager, you blew it. Users shouldn't have to think about it.

- End of Q&A

Top Stories

Apple Takes Legal Action Against Small Company With Pear Logo

Saturday August 8, 2020 11:09 am PDT by
Apple is taking legal action against the developers of the app "Prepear" due to its logo, according to iPhone in Canada. Prepear is an app that helps users discover recipes, plan meals, make lists, and arrange grocery deliveries. The app is a spinoff of "Super Healthy Kids," and the founders claim that they are facing litigation from Apple. Apple reportedly takes issue with Prepear's logo, ...

Kuo: Global iPhone Shipments Could Decline Up to 30% If Apple Forced to Remove WeChat From App Store [Updated x2]

Sunday August 9, 2020 10:17 pm PDT by
In a worst-case scenario, Apple's annual global iPhone shipments could decline by 25–30% if it is forced to remove WeChat from its App Stores around the world, according to a new research note from analyst Ming-Chi Kuo viewed by MacRumors. The removal could occur due to a recent executive order aiming to ban U.S. transactions with WeChat and its parent company Tencent. Kuo lays out...

Google Maps Debuts New Apple Watch App and CarPlay Features

Monday August 10, 2020 9:16 am PDT by
Google today announced the launch of several features for Google Maps on Apple products, including new CarPlay functionality and a new Google Maps app that works on Apple Watch. The new Google Maps app for Apple Watch works similarly to the iOS app, allowing Apple Watch owners to get directions for a car, bike, public transit, or on foot. The app supports estimated arrival times and...

2020 iMac Teardown Reveals Internal Changes and Similarities

Saturday August 8, 2020 12:44 pm PDT by
A teardown video, shared by OWC, reveals the internal changes in the new 2020 27-inch iMac. The 2020 27-inch iMac was announced earlier this week with 10th-generation Intel Core processors, AMD Radeon Pro 5000 series graphics, up to 128GB of RAM, up to 8TB of storage, a 1080p front-facing FaceTime camera, a True Tone display with a nano-texture glass option, higher fidelity speakers, and...

Apple Seeds iOS 14 and iPadOS 14 Public Beta 4 to Testers

Thursday August 6, 2020 10:05 am PDT by
Apple today seeded new public betas of upcoming iOS 14 and iPadOS 14 updates to its public beta testing group. Today's software releases, which Apple labels as fourth betas to keep them in line with developer betas, are actually the third betas that Apple has provided and they come two weeks after the prior beta releases. Public beta testers who have signed up for Apple's beta testing...

Apple Believes This German Cycling Path Logo Infringes on Its Own Logo

Wednesday May 1, 2019 9:51 am PDT by
Apple recently objected to the logo of a new German cycling path in an appeal filed with the German Patent and Trademark Office, according to German outlets General-Anzeiger Bonn and Westdeutscher Rundfunk. Apple reportedly takes issue with the logo's green leaf and supposed "bitten" right side, attributes the company believes are too similar to its own logo. The logo, registered with the ...

Supposed iPhone 12 Display Unit Leaks

Thursday August 6, 2020 8:13 am PDT by
An image supposedly of an iPhone 12 display unit has been shared online by leaker "Twitter user Mr. White". Compared to images of an iPhone 11 Pro display piece, this new unit has a reoriented display connector, reaching up from the bottom of the display, rather than from the left-hand side on iPhone 11 Pro. This may be due to the logic board moving to the other side of the device. A...

Foxconn Reportedly Begins Seasonal Hiring Spree for iPhone 12 Production

Monday August 10, 2020 7:03 am PDT by
Apple's largest manufacturing partner Foxconn has begun its seasonal hiring spree to assist with iPhone 12 production, offering employees who recruit qualified applicants up to a 9,000 yuan bonus, according to Chinese media reports. As usual, Foxconn needs as many hands on deck as possible at its factory in Zhengzhou, China to assist with mass production of the upcoming iPhones. Apple is...

8 Third-Party Home Screen Widgets That You Can Try Out Now on iOS 14

Wednesday August 5, 2020 12:56 pm PDT by
One of the biggest new features of iOS 14 is Home Screen widgets, which provide information from apps at a glance. The widgets can be pinned to the Home Screen in various spots and sizes, allowing for many different layouts. When the iOS 14 beta was first released in June, widgets were limited to Apple's own apps like Calendar and Weather, but several third-party developers have begun to test ...

New 27-Inch iMac's Storage Affixed to Logic Board, 4TB and 8TB Configurations Have Expansion Connector

Friday August 7, 2020 7:46 am PDT by
Following a report from German blog iFun.de that claimed the new 27-inch iMac's flash storage is soldered to the logic board, MacRumors has obtained additional information in an internal document for Apple technicians. In the document, Apple says that the flash storage is indeed affixed to the logic board and cannot be removed. However, for the 4TB and 8TB configurations, Apple says that a...