Feeds

Jobs woos devs with iPhone OS iOS 4

'Let's you and me get rich'

Top 5 reasons to deploy VMware with Tegile

The iPhone OS has changed its name, and when it's released for the iPhone and iPod touch this June 21 (free), it will be juiced with expanded money-making opportunities for developers.

Today, at his Worldwide Developers Conference keynote, Steve Jobs let his 5,000-or-so most ardent admirers know that iPhone OS 4.0, announced on April 8, is now iOS 4. Which only makes sense. Having started out merely on the iPhone, Apple's mobile operating system has spread to the iPod touch and the iPad — and the name iPhone/Pod/Pad OS 4 doesn't exactly roll of the tongue.

Jobs gave an overview of iOS 4's capabilities, adding little new beyond that which he unveiled at the iPhone OS 4.0 announcement: multitasking, folders, improved data protection, device management, wireless app distribution, support for multiple Exchange accounts, a unified Mail inbox, SSL VPN support, Exchange Server 2010 support, and the like. He also pointed out that iOS 4 will include 1500 new APIs, including such niceties as in-app SMS and performance-profiling tools.

What appeared to best float Jobs' boat, however, was the upcoming launch of Apple's iAd mobile advertising platform, which is scheduled to go live on July 1. Jobs said Cupertino has so far received $60m in commitments from advertisers for the remainder of the year.

But why is Apple launching iAds? "To help our developers earn money." Or as his presentation slide explained a bit more fully: "To help our developers earn money so they continue to create free and low-cost apps." Which, of course, sells iOS devices: iPhones, iPod touches, and iPads.

Remember, Apple has admitted that its App Store is not a money-maker — its 225,000 apps are there to entice purchases of hardware. And that enticement is working: Jobs claimed that the 100 millionth iOS device will be sold this month, and that last week the number of total App Store downloads passed five billion.

Apple has never revealed how many of those downloads are free apps and how many are paid. Frankly, it doesn't care, other than it wants to ensure that the devs who are cranking them out keep cranking them out. And to ensure that they will, Cupertino needs to make doing so worth their while.

The iAd equation is that developers will get 60 per cent of the ad take. As Jobs told the devs in today's crowd, Apple will sell and host the ads, so "all you have to do is tell us where to put them, and then make money."

And when devs make money, they develop a deep affection for the platform that pays them — and Jobs noted today that Apple has passed $1bn in App Store revenues to devs. So far. The Apple ecosystem in which developers create the apps that drive iOS devices sales will only get stronger when iOS 4 is released this summer for the iPhone and iPod touch, and this fall for the iPad.

Steve Jobs isn't rewarding devs for their loyalty or painting over the vagaries and inconsistencies of the App Store police with bucks. He's merely emulating the wisdom of "Monkey Boy" Steve Ballmer when he famously chanted: " Developers! Developers! Developers!" Developers! ®

Top 5 reasons to deploy VMware with Tegile

More from The Register

next story
Oi, Tim Cook. Apple Watch. I DARE you to tell me, IN PERSON, that it's secure
State attorney demands Apple CEO bows the knee to him
Phones 4u website DIES as wounded mobe retailer struggles to stay above water
Founder blames 'ruthless network partners' for implosion
Hey, Mac fanbois. HGST wants you drooling over its HUGE desktop RACK
What vast digital media repository could possibly need 64 TERABYTES?
Soundbites: News in brief from the Wi-Fi audiophile files
DTS and Sonos sing out but not off the same hymnsheet
In a spin: Samsung accuses LG exec of washing machine SABOTAGE
Rival electronic giant tries to iron out allegations
Your chance to WIN the WORLD'S ONLY HANDHELD ZX SPECTRUM
Reg staff not allowed to enter, god dammit
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.