Apple iPhone 3.0 beta preview: The big takeaways

Apple iPhone 3.0 beta preview: The big takeaways

Summary: Apple previewed its iPhone 3.0 beta on Tuesday and there were plenty of items that weren't earth shattering, but add up to a big deal.

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TOPICS: iPhone, Apple, Mobility
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Apple previewed its iPhone 3.0 beta on Tuesday and there were plenty of items that weren't earth shattering, but add up to a big deal.

Piper Jaffray analyst Gene Munster says:

We believe the many new features announced today add up to a major difference in the iPhone's value proposition. We believe Apple addressed key issues that were leading some consumers to competing devices for multimedia messaging (MMS) and enterprise email (improved exchange support and a horizontal keyboard). Also, a new version of the App Store now supports new business models such as subscription apps, and micropayments for additional content within an app.

Here's a look at my five key takeaways in order of importance (Apple statement, Techmeme, Diaz, gallery).

It's all about the App Store. Apple demonstrated new business models for the App Store including subscription payments. Developers keep 70 percent of the revenue as usual, but can experiment a good deal. Magazine subscriptions, additional levels to games and eBooks are all possible. Renewals are all a part of something dubbed in-App purchases. In a nutshell, iPhone 3.0 software will enable a lot of a la carte purchases on the fly.

Significance: When every platform--RIM, Microsoft, Nokia and Android--are launching stores Apple is making the right moves to keep developers in the fold and make them some extra dough. Because Apple is an early mover on app marketplaces it can adjust quicker since it has already made and learned from its early mistakes. The success shows up in the developer count. Apple has 50,000 developers in its iPhone developer program and 60 percent of them are new to the platform.

Also see: The war for mobile developers is on: Do you have to pick sides?

Push technology to improve battery life. I've heard of folks disabling 3G during the course of the day just so they can preserve battery life on the iPhone. What's the point? Realizing that battery life is an issue, Apple 3.0 will have push technology. Apple was late to the push technology game, but re-architecting its system push notification and the elimination of background processes should help battery life.

Significance: Apple had to do something to preserve battery life on the iPhone.

Apple is trying to show the enterprise implications of the iPhone, much to the chagrin of the faithful. Oracle showed off an iPhone app and got panned. Groans, comments of "Boracle" were everywhere. But Oracle has five apps on the App Store and the inventory alerts may not be as much fun as a stupid game, but I guarantee you the ROI is better.

Significance: Apple's push notification addition may encourage more enterprise apps.

Accessories matter. Apple appears to be using accessories as a way to embed the iPhone in day to day life. One of the more interesting demonstrations came from Lifescan, a Johnson & Johnson company. Hooked up to a glucose meter, the iPhone becomes a nice way to check sugar levels for diabetics.

Significance: There are new markets for the iPhone and one could be verticals. If the health care sector was hot for tablet PCs just imagine how they'll drool over an iPhone.

There was a good bit of catch-up being played. Apple added some new features in the iPhone 3.0 beta that arguably should have been around before. Exhibit A is cut and paste and support for MMS.

Significance: Only Apple can make playing catch-up look good. Nevertheless those features will eliminate any stray complaints about the iPhone.

Topics: iPhone, Apple, Mobility

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14 comments
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  • It is good that Apple caught up

    Seriously, I'm very glad that soon, all my iPhone brethren will get to see what makes smartphones so useful. It will come as a shock to most of you that fart applications are only the tip of what a smartphone can do!
    NonZealot
    • Not for MS it isn't

      They're still trying to hobble together their honeycomb 6.5 update with, their real update 7, no where to be seen.

      Too bad.
      Kid Icarus-21097050858087920245213802267493
      • I agree 100%

        Your post is dead on. MS has squandered the lead that they had. If you don't keep innovating, the competition will eventually copy everything that made you great and Apple has finally, after 3 versions, managed to copy nearly all of what made WM great.
        NonZealot
        • Not just copied

          Apple also improved the UI of touchscreen that will now be copied by everyone else, even MS if they decide to stay in the game.

          Right now it almost seems MS isn't that interested in WinMo. Look how fast revisions of Silverlight keep popping up, and for what?

          I would say MS needs to improve their smartphone presence or may as well watch it drift away. Apple is not the only competitor they have on that front either. There are lots of great choices out there.

          If the problems that I am having with my WinMo device aren't able to be fixed relatively soon it is going back to be replaced with a Blackberry.
          Kid Icarus-21097050858087920245213802267493
          • Again, I totally agree with you

            [i]I would say MS needs to improve their smartphone presence or may as well watch it drift away.[/i]

            I'm well on the record as saying that I'm hoping Android hardware improves to the point where I can buy one. Since the mobile OS X v3 announcement yesterday, I'm also on the record as saying I'd buy an iPhone in September if Apple bumps up the resolution of the iPhone to 640*480+.

            Of course, WM7 could be fantastic but in my opinion, is going to show up too late.
            NonZealot
          • I'm surprised

            that you would even get an iPhone no matter what size of screen it had with all of the bashing you have done to it since its release and even before it's release.

            Nothing wrong with keeping an open mind though, I suppose. I gave WinMo a chance but have had about all i can take with it.

            I'm not sure what size of a screen the iPhone has but can't imagine I would ever want it to much bigger if i were to get one. If it gets much bigger I would think it would lose it's pocketability.
            Kid Icarus-21097050858087920245213802267493
          • No, screen is already on the big size

            I mean the resolution needs to be improved. I find the current resolution to be inadequate, especially when compared to what I'm used to. Increasing resolution could easily be done without increasing screen size. The HTC Touch Diamond has a smaller screen with a 640*480 resolution so it can be done.
            NonZealot
          • Seems like an awfully minor reason

            What would be the benefit?

            What do you do on your other phone that requires you to have a 640 x 480 screen?
            Kid Icarus-21097050858087920245213802267493
  • RE: Apple iPhone 3.0 beta preview: The big takeaways

    Will these updates filter to the iPod Touch?
    Timpraetor
    • Yes, but for $9.95 (NT)

      NT
      Kid Icarus-21097050858087920245213802267493
  • Deleted (NT)

    NT
    Kid Icarus-21097050858087920245213802267493
  • RE: Apple iPhone 3.0 beta preview: The big takeaways

    Can I upgrade my 2.0 with these new freatures or do i have to buy a new phone?
    mosowski
  • UDID registration and activation

    If you need help getting your UDID activated on a developers account i found the website that i linked to my name above actually found them in facebook, just click on my name to go there. They had me up and running in no time and i now have complete access to their Apple developers account with my own user ID and password. It was worth it, just my 2 cents for anyone who is in the same boat i was.

    http://activateiphone.net/
    what29
  • RE: Apple iPhone 3.0 beta preview: The big takeaways

    If you need help getting your UDID activated on a developers account i found the website that i linked to my name above actually found them in facebook, just click on my name to go there. They had me up and running in no time and i now have complete access to their Apple developers account with my own user ID and password. It was worth it, just my 2 cents for anyone who is in the same boat i was.

    http://activateiphone.net/
    what29