Live Transcript for Apple Enterprise and new SDK developments

Steve: We're really excited to share great news with you about the iPhone software roadmap. A few stats in the first 8 months:

28% share, second only to RIM.

That's of the smartphone market

And mobile browser usage: Safari has 71% of the US mobile browser usage.

Let's get on with what we have to talk about today.

Phil Schiller and Scott Forstall will talk mostly today.

Schiller here to talk about Enterprise.

Schiller:

From the beginning, we've had some great customers wanting to use the iPhone in the enterprise. Like Genentech. They have thousands of iPhones in the company.
And it's not just business. Universities as well. Stanford University, hundreds of iPhones deployed.

There are a lot of things that Enterprise customers have told us are holding it back from the next level. First — push email integration. Directly from servers. Push calendar integration.

Directly from servers. Push calendar integration. Push contacts. Global address lists. Cisco IPsec VPN. Certificates 802.1X. Enforced security policies. Device configuration. Remote wipe. That's the long list of features that enterprise customers have asked for.
We are doing all of these things in the next release of the iPhone software.

They don't just ask for push email and calendaring, they've asked for Exchange support in the phone. We've licensed ActiveSync, and will build it into the iPhone. There's an older way to do this.

(Running through a schematic on how RIM does it.)

MSFT has built a way where the iPhone can work directly with the Exchange server using ActiveSync. We're building support right into the iPhone. Email, Calendar, Contacts, Addresses, Remote Wipe.

All of them will be built into the apps as they run on the phone now.The mail, calendar, contacts apps will talk to Exchange. Built into the phone.

Demo Time!

Showing a phone that's not set up in any way.

Under settings, there's a way to manage your exchange accounts.

Now demoing how quick things push back and forth to the Exchange server.

Really is super fast updating.

10:15 am

Full Exchange integration. calendar does meetings using the server...

All the push happens within seconds.

We've been working hard on this, and we've started to test onsite with some companies.

Nike has been testing the iPhone with Exchange.

Also, testing with Disney.

These are the features that enterprise customers have asked for, and I think when we release them, I think people will be blown away. That's the news today on the Enterprise.

Here's Scott Forstall to talk about the SDK.

Forstall: I'm here to tell you how developers can build great applications for the iPhone.
Before we talk about native, let's talk about webapps. Over 1000 available.

There's a lot of great web apps.

First, Facebook. It's dynamic, it's interactive.

Next, Bank of America. Largest bank in US. Industry leader in mobile banking. Let's users bank right from the iPhone. iPhone is the most popular device on their site — 25% of all mobile banking for BofA.

Next release — more features to make them better. But today, want to talk about the native SDK. Starting today, opening up the same API and tools we use to build iPhone apps.

There are a lot of pieces to an SDK. But the APIs are the most important. Cocoa is based on mouse and keyboard for the Mac. CocoaTouch is our UI framework for the iPhone.

There are four layers for the iPhone OS. Core OS, Core Services, Media, and CocoaTouch.

The Core OS is the same kernel as on the Mac. The networking layer is the same on Mac OS X. Power management — the core OS handles it automatically. Core Services: Address Book — your app can talk to it.

SQLite is included.

Core Location — location aware apps included. Media Layer: Core Audio, low level API on Mac OS X, same on iPhone.

OpenAL, 3D audio rendering on the phone
Video playback, H.264. Core Animation — easily create layered animations — almost every animation you see on the phone, is built on Core Animation. Media layer is all hardware accelerated.

CocoaTouch: Multi touch evens, and controls, accelerometer.

Web view — the Safari engine can be imbedded in an application. We think we're years ahead of any other platform for mobile devices. Comprehensive set of tools. Xcode — our dev environment. Enhanced to support the iPhone.

Xcode knows the API in the SDK.

So it code completes.

Xcode will do remote debugging for the iPhone.

Next tool: interface builder.

GUI interface design. Can do it in drag and drop. Have a library of UI controls and drag them into your canvas. Can connect UI to code from within Interface builder.

Next: Instruments. Our suite of performance analysis tools. Does it remotely to the Mac.

These three tools we've had running on OS X. We've enhanced each for the iPhone.

New tool: iPhone simulator. Simulates the entire API stack of the phone on a Macintosh.

Connects up with Xcode.

Here's a demo.

(Programming demo, yo!)

Building "Hello World" in Xcode.

We challenged ourselves to do write an application in two days. We call it touch FX. Fun with photos and touch.

10:40 am:

Mess around with photos, showing how APIs interact with apps.

So, then, what could we do in two weeks?

We wrote a game, Touch Fighter. Open GL game for graphics, Open AL for Audio. Steer with accelerometer, shoot by touching.

That's what we could do in two weeks.

10:45 am:

I don't want you to take my word. A few weeks ago, we called up some companies to see what their engineers could do in two week with an SDK they'd never seen before.

I've asked the engineers to talk about their applications. First, EA.
Travis Boatman to talk about it.

Did a version of Spore.

Touch screen editing of the spore. Control with accelerometer.

Took us two days to get CocoaTouch running, and then could import the whole game. We have the whole thing up. Also, cutscenes with video.

Really looks great.

Two weeks of work.

Next, salesforce.com. World leader of CRM services. Chuck Dietrich to talk about what they did in two weeks.

10:50 am

Mark McClusky: These look nice, but wow, it's kinda dull. CRM isn't exciting.

Only one developer. Built a lot of stuff. Looks nice. Next, AOL. Here comes an AIM demo, one would guess. Rizwan Sattar up to demo.

Sattar:

We're so excited to show you what we've done in two weeks. AIM for iPhone.

10:55 am:

First time we sent a live AIM on the device, we felt like it was a "Come here Watson" moment. Swap through active chats by swiping.

Really, really nicely done.We're do excited to see what we can do with more time. Next: Epocraties. One in four doctors use it in the US. one in four doctors use it in the US.
Clinical reference applications.

11:00 am

(Again, this is a guy who's really geeked out about the phone and developing for it, but it's kinda niche.)

Last: Sega Ethan Einhorn to show us what they did in two weeks.

It's Super Monkey Ball. This shit is bananas.

Einhorn:

Controlled with tilt. This feels like it was the way that the game was meant to be played.
I'm a console developer. We've been used to create the kind of game we're used to making. We totally underestimated what the phone could do.

The next question: How do you get them on your phone. Back to Steve for that.

Steve: If you've a developer, your dream is to get your app in front of every iPhone user.
We're going to solve that problem.

The App Store. An application we've written to deliver applications to the iPhone.
It will be installed on the iPhone.

Looks like the music store. Can sort by categories as well.

11:05 am

Top 50 lists. Search Wireless download to the phone. Using cell or WiFi. Also, a section in iTunes where you can look for them, and then sideload onto the phone as well.
If you've downloaded an app, the App Store will tell you if there are updates available.

App Store: Exclusive way to distribute applications. But what's the business deal?
Developer picks price. Dev gets 70%. We keep 30%. No credit card fees or hosting fees.
No marketing fees.70%, paid monthly. No charge for distrobution for free apps. We'll pay for everything.

Limitations? Yes. No porn, illegal, malicious apps.

(No porn???? Come on!!!)

So, we've talked about enterprise and SDK. How we gonna deliver. Both are going to be in iPhone 2.0 software update. Beta release today.

Beta release today. Thousands of developers and hundreds of companies will get it. Shipping in late June. Free software update. (Free? They must have read the March issue of Wired!)

11:10 am

In just a few months, every iPhone user will have everything you saw today for free.

It's not just the iPhone. the same software will run on the Touch. Enterprise will be there, SDK will be there. There will be a nominal charge for the Touch update, because we account for them differently. We think a lot of folks will want to become an iPhone developer. D/L SDK for free from our site. Develop on your Mac.

Join iPhone dev program to run code on the phone. $99 to join the dev program.

developer.apple.com. We hope you're as excited about it as we are. So thank you very much for coming today.

But there's one more thing...

The premier VC firm in the world is Kleiner Perkins, here's John Doerr.

Doerr: I'm here because we love apple products, and because I love apple entrepreneurs.

(Telling us how wonderful Jobs is.)

On this day, join me in a salute to the world's greatest entrepreneur, Steve Jobs.

(Seriously?)

11:15 am

Today, we're announcing the iFund for the iPhone platform. 100 million bucks.

"The iPhone is bigger than the personal computer." Matt Murphy will lead the fund.

There's never been a better time to create a new company for a revolutionary new platform like the iPhone.

(Wrapping up, but asked the press to day here for just a few more minutes.)

Special Q&A With Jobs and Co.

Q: What does the 100 million do for the community?

Steve: I think that KP thinks that there are ways to build businesses. We love that these guys can get funded. I think it helps the whole ecosystem.

Q: Do you think RIM should be worried?

Steve: You could ask them. We're not sending them a message. We're sending customers a message.
Phil: We're trying to listen to them and make a great product.

Steve: This stuff will ship right around the one year anniversary. We've been moving really fast.

Q: Safeguards for security?

Steve: This is a big concern. It's a dangerous world. We've tried to strike a good path — on one side, you have a closed device like the iPod which always works. On the other side, you've got a Windows PC, where it takes time to make it usable. We want to strike a balance. Developers have to register with us. They get a certificate. We can track them fi they write a malicious app. If we're alerted to something, we can turn it off at the app store. We're putting control into place. We put a lot of thought into this.

Scott: We're putting things into place, sandboxing,

Q: VOIP application?

Steve: We will only limit VOIP applications over the cell net, but you can use them on Wi-FI.

Q: Can people choose multiple sync methods for the phone? Exchange and iCal as well?

Phil: Yes.

Scott: One exchange account at once, but other accounts as well.

Q: What if a dev doesn't want to distribute through store?

Steve: They won't be able to get them on the phone, then.

Scott: Web apps still supported.

Steve: We don't intend to make that much money on the app store.

Q: Will SIM or carrier unlock software be allowed in the store?

Steve: Yes, that won't be allowed.

Q: Cost for Touch?

Steve: iPhone revenue is over two years. With Touch, we take it at once. So we do have to take a nominal fee. we dn't look at this as a profit opportunity.

Q: IT ease of use?

Phil: Exchange and active sync, they know how to use it. Less servers to manage. Tools for IT that let them configure those devices. Email or secure website to manage profiles.

Exchange, VPN, PIN codes, certificates. All managed by IT. Know it's your phone. All configures. At the heart, it's a single profile.

Steve: Blackberry gets really slow when the NOC gets down. Every email sent goes through a NOC in canada. That's a security situation too. No one seems to be focused on that. International rollout. This is not an open source project.

Q: How would internal apps be distributed?

Phil: Working on a model for enterprise, just to their end users.

Q: Will IT be able to disable functions on the phone?

Scott: Parental controls are in there. could be used in that way.

Q: What made you change your mind? How will apps be managed in the store?

Steve: We all at apple change our minds a lot. I think the web apps have worked well, but the devs wanted to do even more. To create an SDK is a lot of work — you want to live with it for 20 years. We've created an elegant, pristine API. Apps have usually been through the carrier.
Steve: We have great relationships with our carriers. We're responsible for the software on the phone.

Q: Do you have plans to let developers interface with dock connectors

Scott: Not in 2.0

Steve: Thank you very much for joining us today.

(Release the hounds?)