@ Apple Event: iPhone 3.0, From App Store To Accessories

imageScott Forstall, the SVP of iPhone software, said there are 1,000 new APIs with iPhone 3.0. Here are a few of them.

The App Store 3.0: Forstall said: “We’ve been listening, and some developers say there are other business models they’d like to support, such as subscriptions. Like magazines who would like to have readers renew their subscriptions, or, for instance, an e-book provider, who would like to sell a generic e-book application. We are supporting all of those in iPhone 3.0. For example, when you buy a game, you can purchase 10 more levels right inside of the game. Or, if you are buying city guides, and you’ve already purchased Chicago, but next you’d like to buy San Francisco. The business arrangement is the same, with 70 percent of the revenue going to the developer and developers are paid monthly. This is for paid apps only, so when a consumer sees a free app, you won’t ever be asked to buy something within the application.”

Peer-to-peer connectivity: When playing games, users can connect to other iPhones by searching for players in a given area. “We do it wirelessly over Bluetooth, and in addition, there is no pairing — it’s seamless,” Forstall said. “We use Bonjour to discover who else is playing the games. This isn’t just for games, but also for any peer-to-peer application. For instance, companies can build a sharing tool among employees, so they can share info, such as a sales lead.”

Accessories: An FM transmitter allows you to stream your iPhone right over FM to your car stereo. Now with 3.0, it can automatically find the optimal station to broadcast, and now you are listening to your music. There’s also medical devices. You could write an application that connects to a blood-pressure cuff, which then could chart and track your blood pressure over time. This would work over the dock or Bluetooth.

Maps: You can embed *Google* Maps right into your application, so you can have directions which you can pinch to zoom or zoom out. Now you can also do turn-by-turn directions, like true navigation, which wasn’t available before. But there’s one catch: It’s bring your own maps. Do to licensing, Apple (NSDQ: AAPL) can’t pass on the right to use turn-by-turn. There are developers who already own maps, which will enable users to do navigation.

Push Notification: Apple expected to have this up in production by the end of the year, and we didn’t. There are a few reasons for this. Within two months of launching the App Store, we had a huge number of developers who were so excited about push notifications in numbers we never considered, so the company had to completely re-architect it to make it really scalable. Background processes drain your battery. We’ve been testing this, and we’ve been running it on some phones,” explained Forstall. “We took a popular IM app on Windows Mobile and BlackBerry and iPhone, and we didn’t send any messages, and the standby time dropped by 80 percent or more. It will scale using Apple push notification. It’s a unified generic push notification for all developers. It preserves battery life and maintains the performance of your phone, and is optimized for mobile networks.”

APIs: iPhone developers now have access to the iPod library access; shake API is public, and in-game voice, there’s in-app email, and the proximity sensor are all available to developers now.