This document discusses the iPhone OS platform and its potential as a "killer" platform. It outlines the strengths of the iPhone OS, including its compelling multi-touch devices (iPod Touch, iPhone, iPad), App Store marketplace, and developer tools. It also discusses opportunities for the platform such as expanding to multiple carriers and threats such as competition from Android. Key iPhone SDK frameworks and tools are also summarized, including UIKit, Foundation, Xcode, Interface Builder, the iPhone Simulator, and Instruments.

1. iPhone OS
The Next
Killer
Platform

2. Why all the excitement?

3. Why all the excitement?
• Compelling, stylish products built on multi-
touch interface
• iPod Touch
• iPhone
• iPad

4. Why all the excitement?
• Compelling, stylish products built on multi-
touch interface
• iPod Touch
• iPhone
• iPad
• Applications marketplace (AppStore)

5. Why all the excitement?
• Compelling, stylish products built on multi-
touch interface
• iPod Touch
• iPhone
• iPad
• Applications marketplace (AppStore)
• Developer tools and community

6. iPhone Strengths

7. iPhone Strengths
• iPhone OS as a platform

8. iPhone Strengths
• iPhone OS as a platform
• Complete hardware and software product
offering
• Apple A4 chip design

9. iPhone Strengths
• iPhone OS as a platform
• Complete hardware and software product
offering
• Apple A4 chip design
• Thriving development community

10. iPhone Strengths
• iPhone OS as a platform
• Complete hardware and software product
offering
• Apple A4 chip design
• Thriving development community
• Blossoming applications marketplace

11. iPhone Strengths
• iPhone OS as a platform
• Complete hardware and software product
offering
• Apple A4 chip design
• Thriving development community
• Blossoming applications marketplace
• Cult-like brand loyalty

12. iPhone Weaknesses

13. iPhone Weaknesses
• Exclusivity agreement with AT&T

14. iPhone Weaknesses
• Exclusivity agreement with AT&T
• Proprietary SDK and licensing agreements

15. iPhone Weaknesses
• Exclusivity agreement with AT&T
• Proprietary SDK and licensing agreements
• App Store app submission and approval
process

16. iPhone Opportunities

17. iPhone Opportunities
• Expansion of iPhone/iPad to multiple cellular
networks

18. iPhone Opportunities
• Expansion of iPhone/iPad to multiple cellular
networks
• Captivated development community

19. iPhone Opportunities
• Expansion of iPhone/iPad to multiple cellular
networks
• Captivated development community
• Captivated gaming community

20. iPhone Opportunities
• Expansion of iPhone/iPad to multiple cellular
networks
• Captivated development community
• Captivated gaming community
• Extensibility of the device through External
Accessory framework

21. iPhone Threats

22. iPhone Threats
• Android OS and Google

23. iPhone Threats
• Android OS and Google
• Other mobile/tablet platforms

24. iPhone Threats
• Android OS and Google
• Other mobile/tablet platforms
• User reluctance to move to a multi-touch
user interface

25. iPhone SDK

26. iPhone SDK
Key Features

27. iPhone SDK
Key Features
• Tools to design, build, test, and deploy

28. iPhone SDK
Key Features
• Tools to design, build, test, and deploy
• Powerful, full-featured APIs

29. iPhone SDK
Key Features
• Tools to design, build, test, and deploy
• Powerful, full-featured APIs
• Consistent
• Greatly aides in learning iPhone development

30. iPhone SDK
Key Features
• Tools to design, build, test, and deploy
• Powerful, full-featured APIs
• Consistent
• Greatly aides in learning iPhone development
• Leverages hardware capabilities of device

31. iPhone SDK
Key Features
• Tools to design, build, test, and deploy
• Powerful, full-featured APIs
• Consistent
• Greatly aides in learning iPhone development
• Leverages hardware capabilities of device
• Written in Objective-C
• Lower-level frameworks in standard C

32. Objective-C

33. Objective-C
The old new hotness

34. Objective-C
The old new hotness
• Strict superset of ANSI C
• Object-oriented extensions
• Additional syntax and types

35. Objective-C
The old new hotness
• Strict superset of ANSI C
• Object-oriented extensions
• Additional syntax and types
• Native iPhone SDK language

36. Objective-C
The old new hotness
• Strict superset of ANSI C
• Object-oriented extensions
• Additional syntax and types
• Native iPhone SDK language
• Flexible typing

37. Objective-C
The old new hotness
• Strict superset of ANSI C
• Object-oriented extensions
• Additional syntax and types
• Native iPhone SDK language
• Flexible typing
• Simple, expressive syntax

38. Objective-C
The old new hotness
• Strict superset of ANSI C
• Object-oriented extensions
• Additional syntax and types
• Native iPhone SDK language
• Flexible typing
• Simple, expressive syntax
• Dynamic runtime

39. Objective-C
The old new hotness
• Strict superset of ANSI C
• Object-oriented extensions
• Additional syntax and types
• Native iPhone SDK language
• Flexible typing
• Simple, expressive syntax
• Dynamic runtime
• Reference counting for memory
management

40. Objective-C Resources

41. iPhone SDK Frameworks

42. iPhone SDK Frameworks
BSD UNIX / Kernel Services

43. iPhone SDK Frameworks
Core Frameworks
BSD UNIX / Kernel Services

44. iPhone SDK Frameworks
Media
Core Frameworks
BSD UNIX / Kernel Services

45. iPhone SDK Frameworks
Cocoa Touch
Media
Core Frameworks
BSD UNIX / Kernel Services

46. Cocoa Touch
Foundation Framework

47. Cocoa Touch
Foundation Framework
• Core framework for non-UI functionality

48. Cocoa Touch
Foundation Framework
• Core framework for non-UI functionality
• Operating System Classes
• threading, archiving, filesystem

49. Cocoa Touch
Foundation Framework
• Core framework for non-UI functionality
• Operating System Classes
• threading, archiving, filesystem
• Collections
• Common collection types: arrays, sets, maps

50. Cocoa Touch
Foundation Framework
• Core framework for non-UI functionality
• Operating System Classes
• threading, archiving, filesystem
• Collections
• Common collection types: arrays, sets, maps
• Networking support

51. Cocoa Touch
Foundation Framework
• Core framework for non-UI functionality
• Operating System Classes
• threading, archiving, filesystem
• Collections
• Common collection types: arrays, sets, maps
• Networking support
• XML Processing

52. Cocoa Touch
UIKit Framework

53. Cocoa Touch
UIKit Framework
• Framework for building iPhone user interfaces

54. Cocoa Touch
UIKit Framework
• Framework for building iPhone user interfaces
• User Interface Elements
• Views, tables, buttons, images, etc.

55. Cocoa Touch
UIKit Framework
• Framework for building iPhone user interfaces
• User Interface Elements
• Views, tables, buttons, images, etc.
• View Controllers

56. Cocoa Touch
UIKit Framework
• Framework for building iPhone user interfaces
• User Interface Elements
• Views, tables, buttons, images, etc.
• View Controllers
• Multitouch Event Handling

57. Cocoa Touch
UIKit Framework
• Framework for building iPhone user interfaces
• User Interface Elements
• Views, tables, buttons, images, etc.
• View Controllers
• Multitouch Event Handling
• Accelerometer

58. Cocoa Touch
UIKit Framework
• Framework for building iPhone user interfaces
• User Interface Elements
• Views, tables, buttons, images, etc.
• View Controllers
• Multitouch Event Handling
• Accelerometer
• High-level Drawing Routines

59. iPhone SDK Tools

60. XCode

61. XCode

62. XCode
• Apple’s IDE for creating Mac and iPhone apps

63. XCode
• Apple’s IDE for creating Mac and iPhone apps
• Provides visual front end to GCC and GDB

64. XCode
• Apple’s IDE for creating Mac and iPhone apps
• Provides visual front end to GCC and GDB
• Hub of development process:
Editing Testing
Building Model Design
Refactoring Deployment
Debugging Code Signing
API Doc Integration Project Configuration

65. Interface Builder

66. Interface Builder

67. Interface Builder
• Visual user interface builder

68. Interface Builder
• Visual user interface builder
• Layout and configuration of user interface

69. Interface Builder
• Visual user interface builder
• Layout and configuration of user interface
• Visual layout guides based on Apple's HIG

70. Interface Builder
• Visual user interface builder
• Layout and configuration of user interface
• Visual layout guides based on Apple's HIG
• Graphically wire UI components

71. Interface Builder
• Visual user interface builder
• Layout and configuration of user interface
• Visual layout guides based on Apple's HIG
• Graphically wire UI components
• Seamless integration with XCode

72. iPhone Simulator

73. iPhone Simulator

74. iPhone Simulator
• Faster code, build, test cycle

75. iPhone Simulator
• Faster code, build, test cycle
• Test behaviors: rotation, shake, multi-touch

76. iPhone Simulator
• Faster code, build, test cycle
• Test behaviors: rotation, shake, multi-touch
• Easier to test exceptional conditions

77. iPhone Simulator
• Faster code, build, test cycle
• Test behaviors: rotation, shake, multi-touch
• Easier to test exceptional conditions
• iPhone Simulator != iPhone:
• No memory or CPU limits
• Not all APIs and capabilities available:
• Core Location, Keychain, etc.

78. Instruments

79. Instruments

80. Instruments
• Dynamic tracing and profiling tool

81. Instruments
• Dynamic tracing and profiling tool
• Visual front end to DTrace

82. Instruments
• Dynamic tracing and profiling tool
• Visual front end to DTrace
• Uses digital audio workstation-like interface

83. Instruments
• Dynamic tracing and profiling tool
• Visual front end to DTrace
• Uses digital audio workstation-like interface
• Large library of standard instruments
• CPU Sampler, Core Animation, Leaks, etc.
• Can build custom DTrace instruments

84. Instruments
• Dynamic tracing and profiling tool
• Visual front end to DTrace
• Uses digital audio workstation-like interface
• Large library of standard instruments
• CPU Sampler, Core Animation, Leaks, etc.
• Can build custom DTrace instruments
• Wireless profiling in iPhone SDK 3.1+

85. One more thing...