Was iPhone OS 3.0 the third coming of the Jesus phone?
A few days ago we posted an article that asked the question whether the new iPhone / Touch OS 3.0 was the third coming of the Jesus phone. Now that we’ve seen OS 3.0, does it measure up?
In an article in this space (iPhone 3.0 – the third coming of the Jesus Phone?) we asked if the new operating system for the iPhone and iPod touch was everything the user pool had prayed for. Looking over the flurry of announcements that came at the official introduction, we can see that users got a lot of what they wanted, with much more to come. We did not predict some of the other benefits that will naturally evolve from the new operating system.
We were hoping for copy and paste, and we got it. Score one for Apple. We were hoping for MMS and we got that, too (although without video capabilities) plus the bonuses of being able to send contact information, audio and location data. We gained the ability to tether the phone, as well (although that has already been done by a user!). We didn’t specifically ask for, but also received Spotlight search, true GPS functionality, improved calendar and synching protocols, limited push notification (backgrounding), YouTube accounts, landscape mode in more native apps, native voice memos, and the ability to synch notes, to mention a few of the big improvements.
Those are the things that we get for sure, based on what is already being talked about by Apple. The developers came out even further ahead than users. Developers got a much broader Application Programming Interface (API) with access to many more core OS functions. That is what will enable the list of app enhancements above and much, much more. The new API was available as soon as the 3.0 announcement was complete and developers are working right now on even better apps using the new toolset.
Developers also received incentives by the truckload. Apple announced significant changes in the Apple App Store. There was the announcement of subscriptions (including the ability of an app to download additional content) being allowed into the app store, opening up multi-level games, magazine subscriptions, travel guides, web magazines, etc. Best of all, developers can set their own prices for this added content, with Apple getting their same 30% cut. More revenue is the best incentive of all.
It is clear to see that Apple intends some of this bonanza of programmer toys to attract more and better games to the iPhone / Touch platforms. There were even game developers at the meeting to tell the press how much better the games will be. But as important as games are for the iPhone and Touch, they are only half the story.
Probably the important half is that all of the tools that will be good for developing games for the iPhone will be equally good for developing business apps for the iPhone. When they opened up the core components of the operating system in the API, they gave rise to the possibility of greatly improved business applications.
For example, the parts of the operating system that control the use of maps could give us imbedded client locations in a map, the ability to voice-chat could allow team conversations without dialing the phone, the ability to access bluetooth functions could lead to bar code readers, and so on. So many of these API functions offer better access to the OS, which will in turn will make it much easier to develop business apps. In addition, the inclusion of limited push notifications certainly puts the iPhone squarely in the sights of business application developers.
All of this points not just to improved games but to real business applications for the iPhone. The reason RIM and Blackberry are seen as the business phone of choice is because they positioned themselves that way. The iPhone is arguably more capable that any of the Blackberry offerings. With more business apps, and perhaps a separate “Biz App Store,” Apple could have a great shot at taking over a big slice of the business smartphone market.
So, how does the new OS 3.0 measure up to being the third coming of the Jesus phone? We’re getting most of the things that we thought to ask for, which is good for relations with users. But it does not represent the third coming. The true value of the new OS will come from the developers that are already hard at work bringing new gaming and business applications to the promised land. Perhaps it is not yet the Jesus phone, but it certainly is the Moses phone.
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