Apple Bypasses Native iPhone SDK to Run Third-Party Apps on Safari

Bruce Lawson

Apple resolves the trade-off between software openness and device security by restricting developers to server-hosted web applications powered by the embedded Safari engine.

AI-assisted summary of Steve Jobs' original vision for iOS web apps, WWDC 2007 — original source. Check the original for full context.

Source published: 2021-09-15

Key ideas

Steve Jobs pitched embedded desktop-class Safari engine integration at WWDC 2007 as Apple's primary method for third-party iPhone application development. (0:00)
Web applications were designed to interact directly with core native iPhone capabilities, including initiating phone calls, sending emails, and launching Google Maps locations. (1:13)
Distribution and updates bypassed app store approval pipelines, relying entirely on hosting standard Web 2.0 and Ajax code on independent internet servers. (1:13)
Apple famously launched this strategy with 'no SDK', relying purely on modern open web standards so developers could deploy applications immediately for the June 29 iPhone launch. (1:13)

Detailed notes

## Background Published on YouTube by Bruce Lawson on September 15, 2021, this video captures Steve Jobs addressing developers at WWDC 2007. The description features transcript excerpts of Jobs presenting Apple's "sweet solution" for third-party software on the upcoming iPhone: building secure Web 2.0 and Ajax apps powered by Safari without an SDK.

## TL;DR At WWDC 2007, Steve Jobs introduces Apple's original developer strategy for the iPhone, aiming to balance third-party software expansion with device security and reliability. He reveals that because the device houses the full desktop-class Safari engine, developers can create Web 2.0 and Ajax applications that look, behave, and interact like native software. These web applications integrate with native features such as phone calls, email, and Google Maps while relying on standard web server hosting for frictionless distribution and updates. Jobs triumphantly frames the architecture as having "no SDK," enabling modern web developers to launch apps immediately for the iPhone's debut on June 29.

## Atmosphere & style The presentation exudes classic Steve Jobs charisma and theatrical showmanship, defined by deliberate pauses, confident cadence, and buoyant optimism. Jobs masterfully reframes a technical limitation—the absence of native app development—into an empowering, breakthrough advantage for the audience. Viewed in hindsight, the clip carries a compelling layer of historical irony as Jobs enthusiastically celebrates the "no SDK" model just one year before the launch of the App Store.

## Bulletin - [00:00](https://www.youtube.com/watch?v=p1nwLilQy64&t=0s) Steve Jobs pitched embedded desktop-class Safari engine integration at WWDC 2007 as Apple's primary method for third-party iPhone application development. - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) Web applications were designed to interact directly with core native iPhone capabilities, including initiating phone calls, sending emails, and launching Google Maps locations. - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) Distribution and updates bypassed app store approval pipelines, relying entirely on hosting standard Web 2.0 and Ajax code on independent internet servers. - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) Apple famously launched this strategy with 'no SDK', relying purely on modern open web standards so developers could deploy applications immediately for the June 29 iPhone launch.

## Key takeaways - [00:00](https://www.youtube.com/watch?v=p1nwLilQy64&t=0s) Apple faced the challenge of opening the iPhone to third-party developers while maintaining operating system security and device reliability. - [00:00](https://www.youtube.com/watch?v=p1nwLilQy64&t=0s) The initial developer strategy rested entirely on running Web 2.0 and Ajax applications inside the iPhone's embedded full Safari engine. - [00:00](https://www.youtube.com/watch?v=p1nwLilQy64&t=0s) Apple intended web applications to look and behave identically to native built-in iPhone apps. - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) Web applications featured native device service integration, enabling actions like dialing calls, composing emails, and querying Google Maps. - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) Hosting code directly on web servers enabled instant distribution and eliminated complex client-side update mechanisms. - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) Application security relied on established web and banking-level encryption standards without compromising the underlying system. - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) Jobs promoted the complete lack of a native SDK as an advantage, requiring only standard modern web development skills. - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) Developers were instructed that their web apps could go live immediately for the official iPhone release on June 29, 2007.

## Detailed walkthrough ### [00:00](https://www.youtube.com/watch?v=p1nwLilQy64&t=0s) The Safari Engine as a Mobile Application Platform

Addressing the developer community at WWDC 2007, Steve Jobs turns directly to the pressing question of third-party software on the upcoming iPhone. He explains that Apple spent considerable effort attempting to balance two competing priorities: enabling external developers to build powerful, compelling software while simultaneously ensuring the phone remains thoroughly stable, dependable, and secure. He presents the breakthrough as an elegant compromise, telling the audience, “We have been trying to come up with a solution to expand the capabilities of iPhone by allowing developers to write great apps for it, and yet keep the iPhone reliable and secure.” To solve this challenge, Jobs reveals what he calls a “very sweet solution” that rethinks application architecture on mobile devices.

Rather than running native compiled binaries directly on the operating system, this development model relies entirely on the fact that the iPhone includes the complete, desktop-grade Safari web engine. Jobs emphasizes that having the full Safari engine embedded inside the device delivers unprecedented computational and rendering power on mobile hardware. With this engine powering the presentation layer, developers can craft modern Web 2.0 and Ajax applications that visually match and functionally emulate native iPhone applications.

```mermaid flowchart TD accTitle: iPhone Web App Platform Architecture accDescr: Diagram showing how Web 2.0 apps hosted on external servers run through iPhone's Safari engine to interact with core device services. subgraph Hosting["Developer Infrastructure"] SVR["Internet Web Server"] end

subgraph iPhone["iPhone Runtime"] SAF["Full Safari Engine"] API["Core iPhone Services"] end

subgraph Services["Integrated Features"] CALL["Phone Calls"] MAIL["Email Client"] MAPS["Google Maps"] end

SVR -->|"Web 2.0 / Ajax Code"| SAF SAF --> API API --> CALL API --> MAIL API --> MAPS ```

[01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) Seamless Integration, Instant Distribution, and "No SDK"

Jobs details how deeply these web-based applications can tie into native device functions, noting that they are not mere isolated web pages. They can directly invoke core iPhone actions, such as initiating cellular phone calls, composing emails, or querying geographic locations through Google Maps. Furthermore, this paradigm fundamentally transforms the mechanics of software release and maintenance. Developers do not need to submit builds to an intermediary or manage complicated deployment pipelines; software is deployed instantly simply by hosting the files on standard web servers. Making an update is as easy as pushing revised code to that web server, bypassing any complex client-side patching cycles.

Regarding security and integrity, Jobs assures the audience that web applications inherit standard, battle-tested encryption and isolation protocols comparable to what online banking institutions or Amazon use for secure transactions. Because the software executes inside the secure web sandbox, it cannot compromise the base phone’s stability. In a famous, enthusiastic pitch to the crowd, Jobs frames the absence of traditional developer tooling as the ultimate developer convenience, proclaiming: “And guess what: there's no SDK!” Anyone equipped with standard web development knowledge can target the iPhone immediately, allowing developers to have their applications ready to go live on the iPhone's official launch day.

- **Deep system integration**: Web applications can trigger phone calls, send emails, and look up coordinates on Google Maps. - **Server-driven lifecycle**: Distribution is instant upon uploading to a web server, and updates require only a code swap on the server side without user-installed updates. - **Standardized security**: Applications leverage bank-grade and e-commerce-grade web security protocols to keep the device stable and uncompromised. - **Immediate readiness**: With zero software development kits required, web developers were cleared to launch applications immediately for the iPhone release on June 29.

## Mentioned Steve Jobs, Bruce Lawson, Apple, iPhone, Safari, Google Maps, Amazon, WWDC 2007

## Video description "Now, what about developers? We have been trying to come up with a solution to expand the capabilities of iPhone by allowing developers to write great apps for it, and yet keep the iPhone reliable and secure. And we’ve come up with a very sweet solution. Let me tell you about it.

So, we've got an innovative new way to create applications for mobile devices, really innovative, and it's all based on the fact that iPhone has the full Safari inside. The full Safari engine is inside of iPhone and it gives us tremendous capability, more than there's ever been in a mobile device to this date, and so you can write amazing Web 2.0 and Ajax apps that look exactly and behave exactly like apps on the iPhone!

And these apps can integrate perfectly with iPhone services: they can make a call, they can send an email, they can look up a location on Google Maps. After you write them, you have instant distribution. You don't have to worry about distribution: just put them on your internet server. And they're really easy to update: just change the code on your own server, rather than having to go through this really complex update process. They're secured with the same kind of security you'd use for transactions with Amazon, or a bank, and they run securely on the iPhone so they don't compromise its reliability or security.

And guess what: there's no SDK! You've got everything you need, if you know how to write apps using the most modern web standards, to write amazing apps for the iPhone today. You can go live on June 29."

[Source](https://www.youtube.com/watch?v=p1nwLilQy64)

中文简报

苹果绕过原生iPhone SDK，通过Safari运行第三方应用苹果通过将开发者限制在使用内嵌Safari引擎驱动、由服务器托管的Web应用上，化解了软件开放性与设备安全性之间的冲突。在WWDC 2007上，史蒂夫·乔布斯推出了苹果针对iPhone的最初开发者策略，旨在平衡第三方软件扩展与设备的安全性及可靠性。他透露，由于该设备搭载了完整的桌面级Safari引擎，开发者可以构建外观、行为和交互均与原生软件无异的Web 2.0及Ajax应用程序。这些Web应用程序可与拨打电话、发送电子邮件和谷歌地图等原生功能整合，同时依靠标准网络服务器托管实现无缝分发和更新。乔布斯自豪地将这种架构定义为“无需SDK”，使现代Web开发者能够在6月29日iPhone上市时立即推出应用。在WWDC 2007上，史蒂夫·乔布斯将整合内嵌桌面级Safari引擎宣传为苹果用于第三方iPhone应用开发的主要方式。 (0:00) Web应用程序被设计为可直接与iPhone的核心原生功能交互，包括拨打电话、发送电子邮件以及调出谷歌地图位置。 (1:13) 分发和更新绕过了应用商店的审批流程，完全依赖于在独立的互联网服务器上托管标准的Web 2.0和Ajax代码。 (1:13) 苹果以著名的“无需SDK”方式推出了这一策略，纯粹依靠现代开放网络标准，以便开发者能在6月29日iPhone首发上市时立即部署应用程序。 (1:13)

Reading summary

At WWDC 2007, Steve Jobs presented Apple's original third-party software strategy for the iPhone, arguing that developers could build Web 2.0 applications powered by the phone's desktop-grade Safari engine instead of running native compiled code on the device. The Desktop Safari Engine as an App Platform (0:00) Jobs framed the introduction of third-party iPhone software as a challenge of balancing external developer capability with system reliability and security. Rather than permitting developers to run compiled native binaries directly on the mobile operating system, Apple positioned the device's embedded, desktop-grade Safari engine as the core application runtime. Direct Service Integration Without an SDK (1:13) According to Jobs, these Web 2.0 and Ajax applications were not isolated web pages, as they could tie into core iPhone functions such as placing phone calls, composing emails, and querying Google Maps. Applications ran inside a secure web sandbox governed by standard online banking and e-commerce security protocols, ensuring that third-party code could not compromise device stability. Jobs famously highlighted the lack of traditional tooling by proclaiming "there's no SDK!", presenting it as an operational advantage. Because applications were hosted on standard web servers, deployment was instantaneous upon upload, and developers could issue bug fixes or updates immediately by modifying server code, bypassing client-side patching pipelines. By relying on open web standards rather than dedicated developer kits, Jobs maintained that developers could have fully integrated applications live immediately for the iPhone's June 29 launch, though the approach confined all third-party software to the web browser environment.

精炼阅读摘要

在 WWDC 2007 上，史蒂夫·乔布斯（Steve Jobs）宣布将桌面级 Safari 引擎作为初代 iPhone 的第三方开发平台，主张通过无需原生 SDK 的 Web 架构，在保障系统安全稳定的同时提供功能扩展。依托 Safari 引擎平衡扩展与安全 (0:00) 乔布斯在大会上针对第三方软件支持问题指出，苹果面临的核心挑战在于既要允许外部开发者构建功能强大的应用，又要确保 iPhone 的可靠性与系统安全。为达成这一平衡，苹果选择在设备中嵌入完整的桌面级 Safari 浏览器引擎，以此替代在操作系统上直接运行编译好的原生二进制文件。根据乔布斯的设想，借助 Safari 的计算与渲染能力，开发者可以利用 Web 2.0 与 Ajax 技术开发出在视觉体验与交互操作上均能贴合原生水准的移动应用。免 SDK 架构下的系统集成与分发 (1:13) 乔布斯将该开发模式概括为“没有 SDK（软件开发工具包）”，并将其视为开发者的重大便利，开发者使用通用 Web 技术即可在 6 月 29 日 iPhone 发售当天推出应用。这些基于 Web 的应用并非单纯的静态网页，而是能够直接调用 iPhone 的核心服务，包括发起蜂窝电话呼叫、撰写电子邮件以及在 Google Maps 中查询地理位置。在分发与运维方面，该模式无需提交中间审核或管理客户端修补补丁，更新仅需在 Web 服务器端替换代码即可即时生效；同时，应用运行在隔离沙箱中，沿用类似于网上银行和大型电商平台的加密与隔离机制，防止设备受到安全威胁。乔布斯在 2007 年将免除 SDK 与服务器端即时部署描绘为兼顾安全性与交付效率的优雅解法，展现了苹果在应用商店模式确立之前对移动软件生态的最初构想。

Detailed notes — zh

## Background 该视频由 Bruce Lawson 于 2021 年 9 月 15 日发布在 YouTube 平台上。视频记录了史蒂夫·乔布斯在 WWDC 2007 上的演讲片段，简介阐述了苹果当时为平衡开发者扩展能力与 iPhone 系统安全所提出的 Web 应用最初构想。 ## TL;DR 在 WWDC 2007 上，史蒂夫·乔布斯向开发者公布了一套兼顾系统安全性与扩展性的“甜美解决方案”，即基于 iPhone 内置的完整 Safari 引擎运行 Web 2.0 与 Ajax 应用。这些 Web 应用不仅在视觉和交互上与原生应用一致，还能直接调用拨打电话、发送邮件及 Google Maps 查询等原生服务。开发者无需等待原生 SDK，只要将代码部署在自有服务器上即可实现即时分发与秒级更新，并享受如同银行交易般的安全保障，在 2007 年 6 月 29 日 iPhone 发售当天即可同步上线。 ## Atmosphere & style 现场弥漫着经典的乔布斯式布道氛围，自信、笃定且极具感染力。乔布斯面带从容微笑，以化解核心矛盾为引子层层铺垫，语调平稳却充满前瞻性的激情。当他揭晓“根本不需要 SDK”的包袱时，演讲的情绪张力达到顶峰，让整场展示既像是一场颠覆传统的愿景宣言，又带有一抹日后被 App Store 历史所映照的耐人寻味。 ## Bulletin - [00:00](https://www.youtube.com/watch?v=p1nwLilQy64&t=0s) 在 WWDC 2007 上，史蒂夫·乔布斯公布了 iPhone 最初的应用扩展方案：基于完整内置的 Safari 浏览器引擎构建 Web 应用，从而在扩展设备能力的同时保障系统安全与稳定性。 - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) 利用 Web 2.0 与 Ajax 技术开发的应用不仅在外观和交互上媲美原生应用，还能直接调用拨打电话、发送电子邮件以及 Google Maps 定位等 iPhone 原生系统服务。 - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) 该方案彻底打破了传统客户端分发模式，应用部署与更新均由开发者在自有服务器完成，且无需任何 SDK，开发者可直接赶在 2007 年 6 月 29 日 iPhone 发售当天上线应用。 ## Key takeaways - [00:00](https://www.youtube.com/watch?v=p1nwLilQy64&t=0s) 乔布斯指出 iPhone 面临的核心挑战是既要允许第三方开发者扩展手机能力，又要确保设备的绝对安全与稳定运行。 - [00:00](https://www.youtube.com/watch?v=p1nwLilQy64&t=0s) 苹果提出的解决方案依赖于 iPhone 完整内置的桌面级 Safari 浏览器渲染引擎，赋予移动设备前所未有的强大能力。 - [00:00](https://www.youtube.com/watch?v=p1nwLilQy64&t=0s) 开发者可以利用成熟的现代 Web 2.0 和 Ajax 技术构建应用，其视觉外观与交互体验与原生应用完全一致。 - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) Web 应用并非孤立网页，能够与 iPhone 的核心原生系统服务（包括拨打电话和发送电子邮件）无缝集成。 - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) 应用支持直接调用 Google Maps 检索地理位置信息，实现了原生级别的系统能力互通。 - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) 软件分发实现即时化，开发者仅需将代码上传至自有互联网服务器即可面向全球分发，无需经过复杂的分发渠道。 - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) 更新流程极其轻量，开发者只需修改服务器端代码即可完成更新，免去了传统客户端繁琐的更新审核与打包流程。 - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) Web 应用采用与亚马逊和网上银行交易相当的高级别安全标准，运行在安全环境中而不破坏手机的底层可靠性。 - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) 苹果强调“无需 SDK”，掌握现代 Web 标准的开发者无需额外学习成本或等待专用开发工具包即可开始开发。 - [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) 所有 Web 应用程序均可无缝适配，允许开发者在 2007 年 6 月 29 日 iPhone 正式发售当日直接上线其应用产品。 ## Detailed walkthrough ### [00:00](https://www.youtube.com/watch?v=p1nwLilQy64&t=0s) 兼顾安全性与扩展性：基于 Safari 引擎的创新方案史蒂夫·乔布斯（Steve Jobs）在演讲开篇直接切入开发者群体最关切的核心问题，指出团队一直面临着一项巨大挑战：如何在允许外部开发者为 iPhone 构建强大应用以扩展设备能力的同时，确保手机本身的绝对可靠与安全。乔布斯面带微笑地向全场宣布，苹果已经找到了一个“非常甜美的解决方案”（a very sweet solution）。乔布斯表示，这是一种为移动设备创建应用程序的真正革命性方式，而它的底层基础正是 iPhone 完整内置了桌面级的 Safari 浏览器引擎。这一引擎赋予了移动设备前所未有的强大计算与渲染能力。开发者可以利用成熟的 Web 2.0 和 Ajax 技术编写 Web 应用程序，其视觉质感、界面排版与交互动效能够做到与 iPhone 原生应用毫无二致。 - **核心矛盾**：既要向第三方开发者开放平台生态，又要维护 iPhone 底层系统的安全性与运行稳定性。 - **技术底座**：iPhone 内部完整集成了 Safari 浏览器渲染引擎，打破了以往移动端浏览器功能残缺的限制。 - **呈现效果**：基于 Web 2.0 和 Ajax 开发的应用，在外观与行为表现上与 iPhone 原生应用完全一致。 ### [01:13](https://www.youtube.com/watch?v=p1nwLilQy64&t=73s) 原生能力集成、即时分发与“无需 SDK”的构想乔布斯进一步阐述了这套 Web 应用方案在系统整合与维护上的独特优势。这些 Web 应用并非孤立的网页，而是能够与 iPhone 的核心系统服务无缝集成：应用可以直接触发拨打电话、调用发送电子邮件功能，或者在 Google Maps（谷歌地图）中精准检索位置。在软件分发层面，开发者完全无需为复杂的发行渠道发愁，只需将应用部署在自己的互联网服务器上，即可面向全球用户实现即时分发；后续若要更新功能或修复漏洞，也只需直接修改服务器端的代码，彻底告别了传统客户端软件繁琐冗长的更新与打包分发流程。 ```mermaid flowchart TD accTitle: iPhone Web App 架构与集成流程 accDescr: 展示开发者通过自有服务器部署 Web 应用，并与 iPhone Safari 引擎及原生服务交互的完整流程 subgraph Server["开发者自有服务器"] A["Web 2.0 / Ajax 应用代码"] -->|"即时部署与更新"| B["在线服务器托管"] end subgraph iPhone["iPhone 客户端环境"] C["完整 Safari 渲染引擎"] D["原生系统服务集成"] C --> D end B -->|"银行级安全传输"| C D --> E["拨打电话"] D --> F["发送电子邮件"] D --> G["Google Maps 地图查询"] ``` 在安全防护方面，乔布斯强调这类应用运行在严密的安全沙盒之中，其安全性标准与亚马逊（Amazon）等电商平台或网上银行的交易安全机制完全看齐，绝不会对手机的基础稳定和核心系统安全造成任何损害。最后，乔布斯揭晓了全场最出人意料的包袱：“And guess what: there's no SDK!”（“而且你猜怎么着：根本不需要 SDK！”）。乔布斯总结道，只要掌握现代 Web 标准技术，开发者现在就已经掌握了为 iPhone 编写卓越应用所需的一切工具，并能够在 6 月 29 日 iPhone 正式发售当天直接同步上线。 - **系统能力集成**：Web 应用可直接调用 iPhone 原生通信与地理位置服务（拨打电话、发送邮件、Google Maps 检索）。 - **极简分发与更新**：无需应用商店中转，服务端上传即全球上线，修改服务器端代码即完成无感更新。 - **安全保障级别**：采用与银行金融机构、亚马逊相同的网络安全机制，确保系统底层的可靠性。 - **上线时间节点**：开发者无需等待任何原生 SDK 发布，利用现有 Web 标准即可立即开工，直接赶上 2007 年 6 月 29 日的 iPhone 首发日。 ## Mentioned 史蒂夫·乔布斯, 苹果, iPhone, Safari, Web 2.0, Ajax, Google Maps, 亚马逊, WWDC 2007, Bruce Lawson ## Video description "Now, what about developers? We have been trying to come up with a solution to expand the capabilities of iPhone by allowing developers to write great apps for it, and yet keep the iPhone reliable and secure. And we’ve come up with a very sweet solution. Let me tell you about it. So, we've got an innovative new way to create applications for mobile devices, really innovative, and it's all based on the fact that iPhone has the full Safari inside. The full Safari engine is inside of iPhone and it gives us tremendous capability, more than there's ever been in a mobile device to this date, and so you can write amazing Web 2.0 and Ajax apps that look exactly and behave exactly like apps on the iPhone! And these apps can integrate perfectly with iPhone services: they can make a call, they can send an email, they can look up a location on Google Maps. After you write them, you have instant distribution. You don't have to worry about distribution: just put them on your internet server. And they're really easy to update: just change the code on your own server, rather than having to go through this really complex update process. They're secured with the same kind of security you'd use for transactions with Amazon, or a bank, and they run securely on the iPhone so they don't compromise its reliability or security. And guess what: there's no SDK! You've got everything you need, if you know how to write apps using the most modern web standards, to write amazing apps for the iPhone today. You can go live on June 29." [Source](https://www.youtube.com/watch?v=p1nwLilQy64)

Original transcript

[0:00] Now, what about developers? We have been trying to come up with a solution [0:11] to expand the capabilities of iPhone by allowing developers to write great apps for it, [0:17] and yet keep the iPhone reliable and secure. And we’ve come up with a very sweet solution. [0:28] Let me tell you about it. [0:31] So, we've got an innovative new way to create applications for mobile devices, [0:38] really innovative, and it's all based on the fact that iPhone has the full Safari inside. [0:47] The full Safari engine is inside of iPhone and it gives us tremendous capability, [0:55] more than there's ever been in a mobile device to this date, and so you can write [1:03] amazing Web 2.0 and Ajax apps that look exactly and behave exactly like apps on the iPhone! [1:13] And these apps can integrate perfectly with iPhone services: [1:18] they can make a call, they can send an email, they can look up a location on Google Maps. After you [1:28] write them, you have instant distribution. You don't have to worry about distribution: [1:32] just put them on your internet server. And they're really easy to update: just change [1:37] the code on your own server, rather than having to go through this really complex update process. [1:45] They're secured with the same kind of security you'd use for transactions with Amazon, or a bank, [1:52] and they run securely on the iPhone so they don't compromise its reliability or security. [2:02] And guess what: there's no SDK! You've got everything you need, if you know how to write apps [2:09] using the most modern web standards, to write amazing apps for the iPhone today. [2:14] You can go live on June 29.