Now bringing Scott Forstall to preview iPhone OS 3.0.

“This is a major update to the iPhone operating system.” ”It comes with incredible features for developers and customers,” starting to talk about what’s here for developers.”

Scott notes that Apple provides the same API tools it uses to developers, and this is the next generation of the native SDK with 1,000 new APIs. Scott notes developers’ freedom of offering apps for free or setting a price, where Apple takes 30 percent and charges on credit card fees.

Scott notes that devs are requesting other business models, like subscriptions, additional level charges, and new content for apps.

“These days you have to sell one application per book, for example, and developers want a book store built into the app.” ”Today we’re supporting all of these additional business models.”

Demoing system for purchasing new content from within an app.

“You can now purchase a game that comes wiht 10 levels, and when you’re done playing those levels, you can purchase the next 10 levels for the game.” Another example: city guides. With iPhone OS 3.0, you can sell one generic application with seprate “city packs.”

All of it is tied into the iTunes Store. You’re asked for your iTunes password but you remain within the app.

Audience has been silenced, iPod ad music is playing. Developer picks the price for in-app purchased items. Same 70 percent goes to developer, charing no credit card fees, and developers are still paid monthly. But: this is only for paid apps; free apps cannot charge for content. ”Free apps remain free.”

Now: Peer to Peer connectivity.

Scott offers an example: kids in the car and they want to play games back and forth. iPhone 3.0 now has a standard system for finding other devices in the same area – no WiFi network needed. Automatic discovery performed over Bluetooth. No pairing. Bonjour-powered, and not just for games, but games are an obvious implication.

Now, Accessories.

“Thriving ecosystem for accessories. Thousands of developers building thousands of accessories.” Demonstrates a speaker set that works with the iPhone. Taking accessory support to the “next level.” iPhone OS 3.0 can talk directly to an accessory. iPhone can control the speaker’s EQ, for example.

Now talking about FM transmitters for cars.

FM signal can be controlled from the iPhone’s display. Now talking about medical devices and accessories. iPhone apps can send data from medical devices straight to doctors. Also enabling some of this over Bluetooth. “We support all the standard built-in protocols.” ”Or build your own custom protocols if you want.”

Now: Maps.

Touts working with Google to build a great Maps app. ”We’re taking the heart of the Maps application and making it a public API so developers can embed that map in their apps.” You can pinch and zoom, get satellite view, hybrid, standard map, add custom notes, use WiFi and cell triangulation.” Even reverse geocoding. Now enabling developers to use Core Location as the basis for turn by turn apps. Can use WiFi and cell triangulation, but there’s one catch: “Bring your own maps.” Due to licensing, Apple cannot allow developers to use the Maps app tiles.

Finally: Push Notifications.

“We’re late on this one.”

Within two months of launchign the app store, we had over 1,000 apps on the store, and over 100,000,000 downloaded apps. ”We had to complete rearchitect the server for Push Notifications.” ”That’s what we’ve been doing over the last 6 months.” Now tackling background processes: “It’s not good for the customer.” Bkg processes don’t let the phone go to sleep, drain the battery, etc. Apple tested apps that ran in the bkg on BlackBerry, Windows Mobile, etc. ”In all cases, standby time dropped by 80 percent or more.” Using Push Notifications on iPhone, standby time only dropped by 23 percent when testing an IM app.

Apple has been working with 3rd party developers already to test this, now talking about an IM app, looks like AIM. Now refreshing about how Push Notifications work: 3rd party server pushes notifications through to Apple and to the user’s iPhone.  

Can push sounds, text alerts. ”The nice part about this is: it scales.”

Push Notifications is a “unified, generic service for all devs.” Maintains battery life, performance, and has been optimized for mobile networks. ”We’re doing all the hard work” of customizing Push Notifications for all 80 countries the iPhone is in. “Each carrier works differently.”

Now discussing more of the new APIs.

Has a new email sheet so apps don’t have to quit.

Proximity sensors, iPod library access. Streaming audio and video over HTTP so it even goes through firewalls. Data detectors, built in VoIP APIs. Introducing some developers who have been testing this. 

Meebo chat service is first.

35m peope sending 5 billion IMs per month. Seth Sternberg of Meebo taking the stage. Paul Sodin helping to demo. Meebo has developed a native iPhone app (previously had a web app). Demoing Meebo’s chat UI, multi-network support like AIM, MSN, and a new network Meebo has. Paul is typing, audience chuckles as some misspellings.

“Push is the last thing we needed to build a truly great experience.”

Switches over to updates panel where notices like a friend addition and a new IM are waiting. Meebo demo done, Scott Forstall takes the stage again.

Scott introduces EA, “one of the largest game deevelopers in the world with 10 great games on the App Store.”

Brings up Travis Boatman from EA. Travis introduces The Sims 3.0. Demoing a Sims character walking around a house, other game features like customizing the house. An icon introduces new features available to the game which can be purchased right in game. Sims character is now going to use the media center and play music from the user’s iPod library. EA demo concluding.

Scott Forstall now introducing Oracle.

Hody Crouch from Oracle takes the stage. Oracle has 5 iPhone apps in the store, will be “enhancing some of our apps with the new iPhone SDK.” iPhone receives an alert about stock, taps reminder to launch Oracle app. Now talking about notifying retailers who are going to be short on product stock, switching to mobile sales application. Without leaving the app user can send an email to the customer to warn them about stock. Two of Oracle’s apps are using new iPhone SDK features: email sheet and Push Notifications. Scott Forstall’s back and introducing JD Power. ”Business users love the iPhone, and they love it even more thanks to Oracle.”

Now talking about ESPN (not JD Power). Bringing up Oke Okaro of ESPN.

Oke talking about ESPN Alerts app that can now receive instant alerts. Using Push Notifications, ESPN app plays custom sound with a sports score alert. App is now streaming video. ESPN app uses the new media player that is more network aware (3G, WiFi, etc). Now integrates ESPN’s iPhone web app to grab more info.

Scott takes the stage once again, notes that ESPN delivers over 50 million alerts each month which is a primary reason why Push Notifications had to be redesigned.

Now up is LifeScan. 

Anita Mathew of LifeScan on stage. Anita talking about an app for simplifying diabetes management. Talking about checking blood sugar, and the reader can now transmit the reading to an iPhone using Bluetooth or the Dock connector. Demoing app that can add notes, record readings, help plan meals. App can display thorough data on foot content, calculate insulin, glucose content. App can communcate with greater diabetes community, alert friends and family of current health. App can list data, turn it to display an interactive graph. LifeScan also working with FDA to meet all regulatory requirements.

iPhone OS 3.0 Event Image

Scott Forstall back on stage. Next is ngmoco.

ngmoco was one of the first iFund companies, exclusively develops iPhone games. Neil Young of ngmoco takes the stage. Neil is excited about the always-on, connected nature of the iPhone. Talking about new types of social play. Showing off two games that “couldn’t be farther apart in terms of their content,” but they’re both leveraging new iPhone SDK features.

First is Touch Pets, second is LiveFire.

Touch Pets receives a Push Notification about being invited to a “play date” with someone else’s dog. Touch Pets is the first social pet game with a social network. ”Scruff” is playing with “Mittens,” demo of touching to play with the dogs. Demoing more toys users can buy in game to play with pets.

New toy packs can cost 99¢, demoing pet toy inventory and putting a baseball cap on a dog.

Now demoing LiveFire. First person shooter game, walking around and demoing how control and looking system works. Shake to jump, now shooting an opponent.  Can send a push notification to a friend to get into the game.  In-app commerce, can buy new weapons.

Demoer is getting into the game.

Forstall back on stage.

Now up is Smule, creator of Ocarina iPhone music app. Dr. Ge Wang takes stage to talk about new app. ”Without the iPhone and the SDK, there would be no Smule today.” ”It is our believe that everyone is inherently creative. It is our mission at Smule to unlock that creativity.” Demonstrating “Leaf Trombone: World Stage”, a new “Whimsical, whacky instrument”. It’s.. a musical slide. You slide a loop around a leaf, and the pitch changes. The guys from Smule are doing a musical presentation using their LeafTrombone. It looked a bit odd, but was impressive to listen to. Crowd goes nuts.

Finally talking about the new features for customers.

CUT AND PASTE!!!

iPhone OS 3.0 Copy & Paste

Demonstrating Cut, Copy, and Paste. Double tap a word, and it’s highlighted. ”Cut, copy and paste” is shown up above. Apple has been workign really hard on a copy and paste UI. Scott launches Mail, replies to a message, double taps on a word to present a cut, copy, paste popup. Two draggable icons appear for customizing the selection. Double tap in an empty space to bring up bubble and paste. Double taps again to select again, selects entire block of text and pastes again. It works across all apps.

iPhone OS 3.0 Copy & Paste

Opens Notes app, selects text from a note, taps to select and gets a select or select all bubble. Goes into Mail message and pastes.

Can also copy web content. Holds finger on a paragraph of text containing bold words and linked text, iPhone smart enough to select entire chunk, Scott customizes and selects a second chunk. Opens Mail, pastes chunk in with formatting. Shake to undo. Shake opens dialog with option to undo or cancel.

Opens SMS app, there’s a camera icon in the lower left.

Still demoing copy and paste. Now going to demo copy and paste with 3rd party apps, opens Wiki Mobile.

Puts finger down, selection automatically highlights paragraph, copies text, opens a Mail message and pastes with formatting.

Now demoing multi-photo mailing.

Action button in Photos app now lets users to tap multiple photos to select and paste into a message. Demo over, Scott now summarizing cut, copy, paste, 3rd party app support, shake to undo, etc.  Cocoa Touch supports the features natively, makes it easy for developers to use.

Now: Landscape mode.

Demos how turning iPhone makes Safari switch to landscape mode, use wide landscape keyboard. Now all of Apple’s key apps get it. Mail gets landscape, so does Notes. Can view and compose mail messages and notes.

iPhone OS 3.0 Event Image

Keeps referring to SMS app as Messages application.

Scott now talking about new Messages app, can now forward and delete individual messages. Big news is adding support for MMS.

Can now send and receive files, like contact cards, audio files, locations. Now have one app to send and receive these specific types of files.

New app: Voice Memos.

Can record voice memos for yourself, lectures, uses built-in microphone or can plug in an external. Can edit, trim, and share memos over e-mail and Messages app.

Now up: Calendar app.

Touts adding support for Exchange. Now Apple supports two new calendar types: first is CalDAV. 

Next: calendar subscriptions.

Use .ics format to subscribe to different calendars, no talk about syncing those.

Next up: Stocks app gains news stories, more details about stocks.

Now: Search.

Doesn’t say it’s an app, is summarizing adding search to Address Book app. Adding search to all key applications, starting with Mail.  Can search from, to, subject, all headers, but not message content. Can continue search on server if message is not on the iPhone.

Calendar gets search. Search in iPod, too. Notes app gets search, by title and entire body of a note.

Wouldn’t it be nice if there was a single application where you can search across all these apps?

Spotlight comes to iPhone OS 3.0.

Now demoing Spotlight. Flick to the left from the home screen to get Spotlight UI. Searching across all supported apps, contacts, apps, and a New York Times headline appeared.

iPhone OS 3.0 Spotlight

iPhone OS 3.0 Spotlight

In app purchase, new business models, P2P connectivity, accessories can now talk through the Dock, built-in Maps for developers, Push Notifications finally arrive, cut copy and paste, landscape mode for Apple apps, Messeges app for MMS.

Voice Memo app for recording audio files, Calendar gets CalDAV, Stocks app gets more info, Search across all apps and iPhone OS gains Spotlight for certain items.

100 new features, 1,000 new APIs.

Major update to the OS.

Scott turns it back over to Joswiak.

Developer Beta available today.

Encouraging developers to start testing now. Available to everyone in iPhone Dev Program.

Joswiak moves in to iPhone availablility, adding 15 more countries to the 62 that already have it.

Now 77 countries, have more info at Apple’s developer site. iPhone OS 3.0 will ship this summer, free to all iPhone 3G customers. Special bonus: Original iPhones can use it.

Not all features will be available on original iPhone, such as stereo bluetooth. $9.95 update for iPod touch updates.

Joswiak wrapping up iPhone OS 3.0 new features.

Joswiak thanks audience for showing up, looks like the event’s done.