Here are a few personal comments on the WWDC2010 keynote.
First, the iPhone 4.Looking at the pictures and videos, I cannot but tell to myself how great looking is the new iPhone 4. Apple seems to be at its best on the industrial design side of the things. I'm anxious to see one myself in person. Wow what a device. There is so many things improved. Apple's iterative manner of improving its hardware is one of their strength. What is less clear is how the new screen resolution will affect the application user interface development. I wasn't at the WWDC myself so I do not know. I understand that system fonts and buttons will benefit right away but how to handle different artworks size in the UI is not obvious to me.
iAds seems to be so cool. They are factual apps by themselves but built on open standards.
So there was no MobileMe announcement. Many are disappointed by that but maybe they don't remember when Apple came out with its new MobileMe services at the same time of iPhone OS 3 and Iphone 3G in 2008? That was a nightmare for Apple and most of all for their customers. I prefer that Apple takes smaller steps rather than big ones. All I can say is that I think we will see some big changes for MobileMe before the end of the current year coupled with new iTunes "In the cloud".
Safari 5 wasn't shown at the keynote because Steve Jobs had more important things to say. One of the many messages that ought to go out was: Apple supports HTML5 and they control their App Store, no mather what people think of this. They do that on purpose because they care about the user experience with the App Store and the general quality of the apps found in there. You as a developer, if you don't subscribe to this, go somewhere else. You as a customer, if you don't like Apple curating the content of it's App Store or what can be or cannot be installed on a iDevice, then buy something else. That is it. As for HTML5 clear endorsement, again this is clear: Apple doesn't want to be dependent on a commercial-driven "standard" under the control of one company: Adobe. They bet on HTML5 because they believe it will fly in the future.
Now on iPhone OS 4. Sorry, iOS4! I think that renaming the OS makes sense as this become more and more clear that this will become the only OS that Apple will really care about in the long run. Mac OS X will stay but eventually, iOS will run on top of it sometime. We didn't hear about Apple TV because I think Apple is still not ready with the Apple TV SDK because we will eventually see that too in the near future. Mark my words, WWDC 2011 will be the year where Mac OS X will get iOS apps. Beside those notes, we didn't hear new things that we didn't know. I suspect that closed door sessions with NDA forms to sign at the door we're much more telling on what will be going on with Xcode and dev tools in general.
Tidbits. I think iMovie for iPhone will be bigger than most people think right now. Why? Because it is so easy it seems to create small videos without going to the computer. Easy to upload. Easy to share. Winning formula. One more thing: FaceTime. Well, this is version 1.0 boys. Wifi only is only temporary. In 2011 will remember that and we will all be using, at some point, FaceTime on Wifi, 3G and whatever network technology will be available. In itself, FaceTime is a nice addition and it shows again how Apple is about solving simple problem in elegant ways. Bravo.
One of the things that we didn't hear was the iPhone lock screen content. In iOS4, the lock screen stays the same. So to see appointments, new messages, notifications, etc, we have to unlock the device and open each application one after the other in order to get a complete picture of what's new. I guess they didn't introduced APIs for this either. Maybe iOS 5 will bring relief in that space next year. We'll see. For now, imagine this implementation: slide your finger on the status bar in order to get a global view on notifications with the main view sliding down in order to make room for those notifications (a little bit the same principal for the task switcher but at the top of the screen).
Steve Jobs seemed in great shape and I think this is its best presentation in recent memories. The many thanks that went to Apple teams was a really nice touch and well deserved.
Finally, what this keynote tells me is this: Apple is not standing still. The best thing Google is doing to Apple is being there in many of their markets. This keep Apple awake and innovative and we all benefit. Nokia fell asleep a while ago. RIM is falling asleep as of this writing. Microsoft is waking up but its too late. Palm is gone.