So February came and went without Apple’s promise of an iPhone SDK being released but at the end of the month, Apple sent out invites to a special event which was to take place on March 6th. Invitations to the “iPhone Software Roadmap” event contained little information other than a promotional image of a map on which were the words ‘Enterprise’, ‘SDK’ and ‘Software Update’.
Pre-event
Numerous Apple and iPhone websites were abuzz with news and rumours in the days leading up to the event with the general opinion being that Apple were about to announce some much sought-after new business-related iPhone features as well as details of the official iPhone SDK and 3rd party applications.
While Apple has been extremely successful with getting the iPhone into the hands of the general public, until now its adoption by companies has been another story. For many of the same reasons that the iPhone works so well for home use, it has amazing potential to be a great business tool with every possibility of it being able to replace the hugely popular and successful Blackberry devices that many businesses currently use.
However, one of the main reasons that businesses have been slow to take on the iPhone is the fact that its software lacks many of the business features that companies consider indispensable having used other devices – features such as Microsoft Exchange Server support, Push Email and Calendar and the ability to remotely wipe a device’s memory should it be stolen. Seeing its marvellous potential, many companies have been desperate to start using Apple’s device so any announcement of new software features specifically for businesses was keenly anticipated.
But Apple’s special event wasn’t just for business users – home-use iPhone owners were extremely excited about what was to be announced regarding the iPhone SDK and details about how and when 3rd party applications would be released. Thousands upon thousands of people (myself included!) waited for the day in hope that by the end of the event, a way of installing 3rd party applications would be possible by some means or other – perhaps by new firmware for the iPhone or through an update to iTunes.
So… companies were eager to see what Apple had managed to do to help get the iPhone in the hands of business users, developers were keen to know what the official SDK was to consist of as well as how and when they’d be able to get hold of it and everyone else couldn’t wait to get their hands on some Apple-sanctioned 3rd party applications. All in all, people everywhere seemed very excited about the event.
And what an event it turned out to be!
March 6th
Most of the rumours turned out to be true as the event mainly centred on two big announcements. The first of these was new software features for business users. The crowd applauded as it was announced that the list of requested business features shown were all to be included in the next iPhone software update.
Not only would the iPhone feature full Microsoft Exchange support but it would also have Push email, calendar and contacts, Cisco IPsec VPN, security policies, remote wipe and more. I don’t think many people outside of Apple were expecting quite such a huge announcement! Based just on this, the iPhone was suddenly a real alternative to many of the other devices currently being used by businesses.
Next up was the one I was waiting for; the SDK announcement.
After a quick mention of how successful Web Apps have been, Scott Forstall, VP of iPhone software, announced that “starting from today”. 3rd party developers will be able to build native iPhone applications using the same SDK that Apple use.
Developers were in for a treat next as he went on to discuss some of the iPhone’s technical details. This included specifications of the main four layers that make up the OS, further detail about the APIs that make up those layers as well as what hardware features (such as the accelerometer and camera) developers will be able to take advantage of. This was the first time that Apple had publicly discussed so much about how the iPhone works and what exactly it is that goes on in the background when it’s in use.
Next, he talked about what the SDK itself actually comprised of and I think it would be fair to say that developers were pleasantly surprised to learn of all the clever tools they would soon be able to use. Included in the SDK amongst other things were the main source code editor, a cool looking drag and drop interface builder and two very clever application testing tools.
The first of these was the ‘Remote Debugger’ – built into the SDK was the ability to debug applications from the computer as they run live on a connected iPhone – a very clever and useful tool for developers I imagine.
Rumours that there was to be a simulator were also true – the SDK features a full working software simulator of the iPhone – an eerily identical copy of an iPhone recreated through software and useable on the screen of your computer. Like the ‘Remote Debugger’, this works alongside the SDK development tools so that unfinished applications can be properly tested at any point in their development.
After a short showing-off of the simulator, Scott went on to demonstrate how quick and easy it is to build a simple ‘two minute’ application and then run it live on an iPhone. What could be better than the infamous ‘Hello World’ app! He compiled it, sent it over to the iPhone, ran it and started the debugger all in one step – pretty neat!
Continuing to show what’s possible with the SDK in just a short space of time; Scott then showed off an application that Apple had built in “two days”. Touch FX was a simple, fun, photo-manipulation tool. Once a photo was loaded onto the screen, the iPhone’s multi-touch abilities were shown off – pinching and unpinching would implode and explode parts of the image while dragging a finger around the screen applied a clever distortion effect. The crowd applauded and laughed as Scott then showed that the iPhone’s accelerometer had also been put to good use – a shake of the phone triggered a short undo animation and the photo returned to its original state.
Scott was soon to hand over to representatives from other companies but not before showing off one last Apple-built application – this time; a game they’d built in two weeks.
Touch-Fighter, a 3D, space, shoot ‘em up looked very impressive. Control of the game once again took advantage of the 3-axis accelerometer – physically moving the iPhone around steered the ship while tapping areas of the screen made the ship fire. The audience seemed as surprised and in awe of it as I was – until that point I don’t think anyone outside of Apple really knew that the iPhone was capable of such remarkable 3D graphics. Not a single one of the numerous games available on ‘Jailbroken’ iPhones are even close to matching the quality of Touch-Fighter.
Proving true the rumours that Apple had let select developers have access to the SDK already; Scott announced that Apple had asked a few companies to send out a couple of software engineers to see what they could do with the iPhone’s SDK in just two weeks.
A representative from each of the five companies then took to the stage one after the other to show off and explain what their company had developed in the limited time they had. All five applications shown were mightily impressive and serve as great examples of the sorts of things possible with the SDK, especially if the two week time frame was genuine. The performance and quality of the applications that were shown can only instil confidence in developers that writing programs with the iPhone’s SDK will produce great results.
My favourite of the five would have to be ‘Sega’ who showed off a stunning, full 3D version of the classic “Super Monkey Ball” game. Seeing what looked like a console version of the game running on an iPhone was truly dumbfounding – the iPhone’s hardware obviously coping well with a full 3D environment filled with great looking textures and animations. Other than the graphics, the best thing about the game is that it uses the iPhone’s accelerometer to its full – the main control of the game being done simply by tilting the device. I am very much looking forward to playing “Super Monkey Ball” on my own iPhone!
The other four applications showcased were; a cut down, cartoony version of the game Spore by EA, a clever, corporate sales app by Salesforce.com, a useful medication database tool for doctors by Epocrates and a special iPhone version of AIM; AOL’s Instant Messaging program.
For the last part of the conference, Steve Jobs came back to stage to announce how applications and games such as those shown would make it to the iPhone.
Pleasing a lot of the people that were looking forward to 3rd party apps on their iPhone; Steve announced the ‘App Store’, a new application for the iPhone from which 3rd party apps are found, downloaded and installed. This was one of my favourite things in the conference. I, like many others had been hoping for something just like this – a way to get new programs onto your iPhone without having to touch a computer. The ‘App Store’, like the iTunes WiFi store, was to have separate sections for helping you to find what you want – Featured, Categories, Search etc.
Another cool thing about the ‘App Store’ is that if a developer updates an application, every iPhone owner that has their app installed is notified that a newer version is available. One tap of the update button and the old version is replaced with the new one. It was also announced that in addition to the ‘App Store’ on the iPhone itself, applications will also be able to be downloaded through iTunes on a computer.
Steve then talked about the business deal between Apple and developers for the iPhone. The exclusive way for developers to get their applications onto people’s iPhones was to be through Apple’s distribution methods – developers wouldn’t have to pay any fees for Apple to host their app and would keep 70% of the revenue made, Apple keeping 30% to pay for running the store. Developers that wanted their application to be available for free also got a good deal – Apple won’t be charging them a penny.
Next came the biggest disappointment of the conference – the software update that was to contain all the great things we’d been hearing about wasn’t to be released until late June! Over three months away! The iPhone’s next firmware was to be version 2.0 and would contain support for 3rd party applications, the ‘App Store’ and all the new ‘Enterprise’ capabilities.
But there was to be something released on the day – an hour or so after the conference, the official SDK including all the tools mentioned before was available for download from Apple’s site and a beta release of the new firmware made available to “thousands of developers.” While it wasn’t necessary in order to download the SDK; to actually release and distribute applications, developers would have to join Apple’s ‘iPhone developer program’. Costing just $99, this also included the ability to test applications on the iPhone and access to official Apple technical support.
Before the conference ended, Steve Jobs invited one last person up to the stage, John Doerr from the premiere VC firm in the world, KPCB. The Venture Capitalist company has started the ‘iFund’; a $100m investment fund to help young, innovative developers create great 3rd party applications.
All in all, the whole event had been a huge success – everyone heard something they wanted to hear. Companies knew that they could soon adopt the iPhone for use as a business tool for their staff, developers could start coding straight away with the release of the SDK and the rest of us knew that while we would have to wait a few months, what was coming to our iPhones was something really quite special.