Apple says that over 100,000 iPhone software development kits have been downloaded since its celebrated unveiling on March 6, not a week ago. The announcement below is atypical of Apple: following the standard chest-puffing from execs such as worldwide marketing SVP Phil Schiller, you'll find exec quotes from Namco, NetSuite, PopCap, Rocket Mobile, Six Apart and THQ—I suppose in alphabetical order by company. It's more wind, to be sure, but from the feel of this announcement, it's almost as if Apple had planned to support third-party development all along. Whatever the case, we're looking forward to the resulting apps, both legit and, well, under the table.

iPhone SDK Downloads Top 100,000

CUPERTINO, California—March 12, 2008—Apple® today announced that more than 100,000 iPhone™ developers have downloaded the beta iPhone Software Development Kit (SDK) in the first four days since its launch on March 6. The iPhone SDK provides developers with the same rich set of Application Programming Interfaces (APIs) and tools that Apple uses to create its native applications for iPhone and iPod® touch.

"Developer reaction to the iPhone SDK has been incredible with more than 100,000 downloads in the first four days," said Philip Schiller, Apple's senior vice president of Worldwide Product Marketing. "Also, over one million people have watched the launch video on Apple.com, further demonstrating the incredible interest developers have in creating applications for the iPhone."

Apple also previewed the new App Store, a breakthrough way for developers to wirelessly deliver their applications to every iPhone and iPod touch user. Developers set the price for their applications—including free—and retain 70 percent of all sales revenues.

Leading developers such as AOL, Electronic Arts, Epocrates, salesforce.com and Sega have already demonstrated amazing applications using the SDK, and developer response continues to be phenomenal with more developers embracing the platform.

"The iPhone SDK gives us the tools we need to create powerful iPhone applications and is an important part of our overall mobile strategy," said Rick Jensen, senior vice president, Small Business Group at Intuit. "We're excited that the iPhone expands the ways our customers can solve key financial tasks wherever they might be."

"We're very excited about Apple's new SDK and reaching every iPhone user through the new App Store," said Scott Rubin, vice president, Sales and Marketing, Namco Networks. "We can't wait to show off great new versions of arcade classics like PAC-MAN and Galaga that use the revolutionary features of the iPhone and iPod touch."

"Apple's tools have provided our development team the flexibility to make the SuitePhone application richer and deeper," said Luke Braud, vice president, Software Development, NetSuite. "NetSuite is excited at the opportunity to give every iPhone customer access to their critical business data anytime, anywhere."

"Apple's become an important mobile game platform with the iPhone SDK," said Jason Kapalka, co-founder and Chief Creative Officer, PopCap. "The new SDK gives us the tools to innovate and reinvent games like Bejeweled, Zuma and Peggle. With the new App Store we can reach every iPhone and iPod touch user on the planet."

"Seventy percent of the retail price is hands-down the best deal out there in mobile. It's simple and motivating for developers," said Wayne B. Yurtin, president and CEO, Rocket Mobile, Inc. "We can't wait to get our first iPhone applications on the revolutionary App Store."

"Six Apart pioneered the mobile blogging experience with an iPhone-optimized blog service," said Chris Alden, CEO, Six Apart. "We're taking it to the next level with our native iPhone application for TypePad that's already in development."

"The iPhone is the mobile platform game developers have been dreaming of," said Scott Zerby, vice president, THQ Wireless. "We're looking at how we can use the iPhone's innovative user interface to create new game experiences for our big brand entertainment partners that consumers love."

Pricing & Availability
The free beta iPhone SDK is available immediately worldwide and can be downloaded at developer.apple.com/iphone/program. The iPhone Developer Program will initially be available in the US and will expand to other countries in the coming months. A QuickTime® video of the iPhone roadmap event is available to view at www.apple.com/quicktime/qtv/iphoneroadmap.

Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the mobile phone market with its revolutionary iPhone.