Apple's WWDC 2010: Beyond the iPhone 4

Sure, Apple unveiled a new iPhone on Monday. But the company also shed some light on its current mindset.

By Ian Paul, PC World |  Personal Tech, Tech & society, WWDC

Apple CEO Steve Jobs on Monday introduced the world to iPhone 4, the latest iteration of the company's popular smartphone. The new device was unveiled during Apple's annual Worldwide Developers Conference, and as usual, Jobs also presented a few other interesting goodies. Jobs announced that annotations and the ability to open PDFs in iBooks is coming to Apple's e-reading application. Jobs also introduced an iPhone version of iMovie, and Netflix announced that it has created a streaming app for the iPhone.

But beyond the main highlights, we saw a few interesting things that shed light on Apple as a company, its current focus, and a few claims that may truly belong to Jobs' famed reality distortion field.

Apple's A4 Chip

Although it wasn't that surprising to see it the second time around, the fact that Apple is building its own processors for both the iPhone and the iPad is a big deal. Unlike previous partnerships with third-party chip suppliers like Intel, Apple can use its proprietary chip technology without fear of having the chip show up in a competing device several months later. That's what happened after Apple asked Intel for a super-thin chip, the Merom processor, for the MacBook Air.

It will be interesting to see how far Apple takes its chip-making capabilities. Right now, Apple is developing a mobile device processor, the A4, but will the company extend its work to include creating dual- or quad-core chips found in the MacBook Pro, iMac, and Mac Pro? And what impact could that decision have on the rest of the computer industry?

Jobs does PR

Steve Jobs took an opportunity during his keynote to confront some of the criticisms against Apple. The first issue Jobs confronted was the criticism against the App Store approval process. Jobs first noted that the App Store is a "curated platform" and not a wide open, uncontrolled platform like the Web. Jobs said Apple receives 15,000 app submissions every week, and that 95% of those apps are approved within 7 days.

Originally published on PC World |  Click here to read the original story.
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