Here are are some photos to help you feel like you were on Apple's guest list for the official launch of the company's iPhone software development kit on Thursday. The SDK gives the hot-shot gadget its entrée into the business and even gaming worlds.
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Apple CEO Steve Jobs, wearing his standard jeans and black shirt, kicks off the speech by sharing news about "the iPhone software road map".
Among the stats he rattled off was one from Canalys for smart phone share in the US, which puts the iPhone in second place behind Research In Motion.
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Phil Schiller, Apple's senior vice president of marketing, comes onstage to handle the enterprise portion of the conference.
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"I'm here to tell you about how developers can build great applications for the iPhone," says Scott Forstall, vice president of iPhone software, who also took the stage in Cupertino, California. "Starting today, we're opening up the same native APIs and tools that we use internally to build all our iPhone applications."
Forstall went on to talk about the iPhone's Core OS.
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One SDK feature is an iPhone simulator, which lets you test an iPhone application on a Mac to give you a sense of how the application will perform, and also catch coding errors.
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Forstall demonstrates an application called Touch FX, which lets users add effects to a photo using a finger on the iPhone touchscreen. Pinch or tap to introduce fun-house mirror style effects. Want to erase your doodlings? Shake the phone.
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Touch Fighter is the first official game for the iPhone, developed by Apple engineers over the course of two weeks. It uses Open GL. Players fly a Star Wars X-Fighter through space, steering by using the iPhone like a pretend control wheel, with both hands on the side. Drop your left hand to turn left, like you're driving a car. The accelerometer opens up all kinds of development possibilities, a necessity since there are no physical buttons on the iPhone.
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Apple invited in some third-party developers a few weeks ago to start playing with the iPhone SDK to see what they could do with the technology.
Electronic Arts' Travis Boatman, vice president of worldwide studios at EA Mobile, gets on stage to demonstrate the game developer's application, a mobile version of Spore.
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AOL's Rizwan Sattar demonstrates his company's Instant Messenger for the iPhone.
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The SDK will be delivered through the 2.0 software update, which will ship officially in June. The same software release will run on the iPod touch, Jobs says.
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John Doerr, of Kleiner Perkins Caufield & Byers, announces the iFund for the iPhone platform. Doerr is going to put $100m (£50m) into the iFund, which should be enough to start "about four Googles", he jokes.
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Apple's Scott Forstall, Steve Jobs and Phil Schiller take questions from the press following the address.
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