Apple’s tent poles for iPhone OS 4 looked somewhat aimed at getting back markets in which 3rd parties have been filling the role so far: one of these is iAds. The dominating platform for mobile ads is currently AdMob, which provides a complete platform for advertising on mobile devices through web sites and mobile apps with CPM (impressions) and CPC (clicks) models. AdMob has been acquired by Google after the talks with Apple stalled for some unknown reason. Apple ended up acquiring Quattro Wireless.
Steve Jobs has presented iAds as a way to monetize free iPhone Apps by integrating interstitial, multimedia reach, interactive ads developed using HTML 5 technologies, much like the recently added iTunes LP for music and iTunes Extras for movies.
With over 50,000 gaming titles on the App Store, Apple said it will be forming a social gaming network with features to invite friends, set up matchmaking for multiplayer games, support for leaderboards, and for tracking in game achievements.
More then a single major feature, Apple introduced a bundle of features aimed to the enterprise, which are…
The new Mail app features a Unified Inbox that lets users view all of their mail accounts in one inbox just like Mail.app in Mac OS X, it also offers fast inbox switching, an option to organize messages by thread, and the ability to open attachments with an 3rd party app. iPad debuted this ability, with Apple’s iWork apps already able to open Office or iWork attachments within Mail. 
Folders in Apple’s iPhone OS 4 will allow to group apps in the Home Screen pages.
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