Apple previews iPhone OS 4.0


Apple last night previewed its fourth iPhone operating system upgrade, the OS 4.0, which will include a new advertising platform and increased security for business users.

Apple unveiled its iPhone OS 4.0 in Cupertino, California yesterday (April 8) which is expected to include up to 100 new features for the iPhone and iPod Touch when it officially launches in the Summer.

The upgrade will be available to users of the 3G S iPhone version only, although a new iPhone model is expected to be launched in June.

Perhaps the biggest announcement was the launch of a new advertising platform, iAd, which follows its acquisition of mobile advertising company Quattro Wireless  in January for $275 million.

Apple claims iAd combines “the emotion of TV adds” with the “interactivity of web ads,” by allowing users to view an ad without leaving the original web page it was first displayed on.

Apple will sell and serve the ads, with developers receiving an “industry standard” 60 per cent revenue.

Another key announcement was the launch of a new ‘Mobile Device Management’ (MDM) service which allows businesses to have greater levels of control and security for staff using an iPhone device.

MDM can be integrated in to third party servers, allowing businesses to wirelessly configure devices,  wipe and lock a handset in the event of it being lost, as well as host and wirelessly distribute in house applications.

MDM will include a new ‘Data Protection’ feature, which allows businesses to control the security on each device such as emails and company details by requiring a “complex pass-code,” to gain access.

Other OS 4.0 features include the ability for iPhone users to multitask between applications, which also provides developers with the opportunity to offer new services such as background audio to promote music and VoIP.

OS 4.0 will also include folders for the first time to allow users to organise their device by simply dragging an app icon over a folder such as games and music.

There will also be a new feature to allow all emails from any of the users account to appear in a single place. There will also be a new iPhone version of Apple’s iBookstore available at launch.

Apple chief executive Steve Jobs also reveled more than 450,000 iPads have now been sold, with iPhone and iPod touch sale now passing 85 million worldwide.

Jobs said: “iPhone OS 4 is the fourth major release of the world’s most advanced mobile operating system.

“We’re delivering over 100 new features, including multitasking, folders, a unified inbox, deeper Enterprise support, and an iPhone version of our iBooks reader and online iBookstore.”