Apple Debuts iPhone App Store With 70% Revenue Cut for Developers

Steve Jobs introduces the App store - iPhone SDK Keynote — gamingandtechnology

gamingandtechnology

Apple establishes an exclusive storefront on every iPhone that bypasses carrier gatekeepers, granting developers a 70% sales split while absorbing all infrastructure costs for free apps.

AI-assisted summary of Steve Jobs introduces the App store - iPhone SDK Keynote — original source. Check the original for full context.

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Key ideas

  • Apple announced the App Store as a pre-installed, platform-wide utility designed to serve as the exclusive distribution channel for native iPhone applications. (0:01)
  • Applications can be downloaded directly over the air via Wi-Fi and cellular networks or managed locally through desktop iTunes on Mac and PC. (1:06)
  • Under the App Store commercial model, developers retain 70% of gross sales paid monthly, while Apple covers all credit card processing, hosting, and bandwidth costs from its 30% share. (3:14)
  • Free applications incur no hosting or bandwidth fees for developers or users, while Apple enforces marketplace guardrails barring malware, privacy-invading apps, and pornography. (3:14)

Detailed notes

## Background Published on YouTube by gamingandtechnology on March 14, 2008, this video captures Steve Jobs presenting at the Apple iPhone SDK keynote. The description notes that Jobs is announcing the iTunes App Store for the iPhone and iPod touch ahead of its June 2008 release, outlining a 70-30 revenue split for sold applications and free hosting for no-cost software.

## TL;DR Steve Jobs introduces the App Store as Apple's platform-wide mechanism to solve distribution challenges for both independent creators and major software houses by placing their software directly onto every iPhone. He demonstrates the mobile application's interface, highlighting over-the-air installation over cellular or Wi-Fi, category browsing, desktop iTunes syncing, and automated version updates. Jobs then outlines the business model, offering developers a 70/30 revenue split with Apple covering payment processing and server overhead, zero fees for free applications, and clear content guidelines prohibiting malicious, privacy-violating, and adult software.

## Atmosphere & style The presentation carries the polished, visionary confidence characteristic of classic Steve Jobs keynotes, shifting smoothly from an empathetic framing of developer struggles to an effortless, triumphant product reveal. The pacing is crisp and conversational, blending live software demonstrations with clear, authoritative commercial terms. Watching the keynote feels like witnessing a defining milestone in mobile computing, underscored by Jobs's persuasive rhetoric and the quiet excitement of an industry about to undergo a structural shift.

## Bulletin - [00:01](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=1s) Apple announced the App Store as a pre-installed, platform-wide utility designed to serve as the exclusive distribution channel for native iPhone applications. - [01:06](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=66s) Applications can be downloaded directly over the air via Wi-Fi and cellular networks or managed locally through desktop iTunes on Mac and PC. - [03:14](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=194s) Under the App Store commercial model, developers retain 70% of gross sales paid monthly, while Apple covers all credit card processing, hosting, and bandwidth costs from its 30% share. - [03:14](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=194s) Free applications incur no hosting or bandwidth fees for developers or users, while Apple enforces marketplace guardrails barring malware, privacy-invading apps, and pornography.

## Key takeaways - [00:01](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=1s) Fragmented carrier relationships, server costs, and marketing barriers previously made widespread mobile software distribution nearly impossible for smaller developers. - [00:01](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=1s) The App Store was engineered as a platform equalizer to give independent developers and major software houses identical access to iPhone owners. - [00:01](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=1s) Apple scheduled the App Store to ship pre-installed with the upcoming iPhone software update, providing instant access to the entire hardware base. - [01:06](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=66s) The App Store was designated as the exclusive channel for distributing native applications to iPhone users. - [01:06](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=66s) The storefront mobile interface was structured around five core tabs: Featured, Categories, Top 50 Downloads, Search, and Updates. - [01:06](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=66s) Users can browse listings, inspect screenshots, and execute immediate over-the-air app installations across both cellular and Wi-Fi networks. - [01:06](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=66s) Desktop iTunes on Mac and Windows provides local downloading and sideloading sync as a desktop alternative to mobile downloads. - [01:06](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=66s) An integrated update engine automates app lifecycle management, delivering update notifications and one-tap in-place software replacement. - [03:14](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=194s) Developers retain full pricing autonomy for their software, receiving 70% of gross revenues on a monthly payout schedule. - [03:14](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=194s) Apple's 30% revenue share covers all ongoing credit card processing fees, server hosting, bandwidth, and customer billing infrastructure. - [03:14](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=194s) Free applications are hosted and distributed worldwide at no charge to either the consumer or the developer. - [03:14](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=194s) Apple established baseline platform restrictions, prohibiting malicious code, privacy violations, and adult content.

## Detailed walkthrough ### [00:01](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=1s) Solving the Developer Distribution Dilemma with the App Store

Steve Jobs sets the scene by putting himself in the shoes of a software creator who has poured passion and long hours into building something fresh. An independent programmer might spend two weeks or considerably longer crafting a breakthrough mobile program, harboring one primary ambition: placing that software in front of every single iPhone customer across the globe so they can fall in love with it and purchase it. However, Jobs emphasizes that achieving widespread distribution in the contemporary mobile landscape is virtually impossible for most creators. Smaller developers lack the marketing budgets, server infrastructure, and carrier relationships needed to scale, and even well-funded industry giants struggle to guarantee placement across an entire hardware platform.

To eliminate this barrier, Apple is stepping in with a platform-wide mechanism designed to level the playing field regardless of company scale. Jobs officially unveils the App Store as an onboard utility engineered specifically to deliver native software to device owners. Apple plans to bundle the storefront directly into the upcoming iPhone software update, installing it on every unit in the field so third-party developers immediately gain direct access to the entire iPhone ecosystem without needing separate publisher agreements or proprietary retail channels.

As Jobs succinctly puts it when outlining the company's ambition to democratize deployment: “Well, we're going to solve that problem for every developer, big to small and the way we're going to do it is what we call the App Store.”

- Target reach includes both independent developers and major software houses. - The App Store application is scheduled to ship pre-installed on every iPhone starting with the upcoming software release.

---

[01:06](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=66s) Navigating the App Store: Over-the-Air Downloads and Automatic Updates

Walking through the mobile user interface, Jobs highlights an intuitive navigation bar with five icons anchored along the bottom edge of the screen. Users can browse a Featured section displaying freshly added software and staff favorites, or explore dedicated subject categories spanning mobile games, enterprise tools, and personal finance software. For shoppers tracking current trends, a top downloads view showcases the top 50 most popular applications on the platform. A built-in search tool enables instant keyword queries; Jobs demonstrates looking up a backgammon title, tapping into its listing to review gameplay screenshots alongside developer descriptions, and hitting the install button on a free release. The application then downloads over the air seamlessly across either a cellular connection or Wi-Fi.

While over-the-air cellular and Wi-Fi downloads serve as the primary mechanism, Apple is also integrating an App Store directory directly into desktop iTunes on both Mac and PC. Users who prefer managing their libraries on a traditional computer can download titles locally and sideload them into their mobile devices during a sync. Jobs notes that while desktop management is fully supported, the vast majority of consumers will likely take advantage of immediate, over-the-air installation. The storefront also manages lifecycle support: whenever a developer publishes a revision or bug fix, the mobile device automatically alerts the user with an update notification, outlines the changelog, and replaces the old binary in place with a single tap.

Jobs emphasizes the centralized nature of this new software channel, stating plainly: “And the App Store is going to be the exclusive way to distribute iPhone applications directly to every iPhone user.”

```mermaid flowchart TD accTitle: iPhone App Store Architecture and Delivery accDescr: Diagram illustrating developer submission, App Store catalog management, user discovery, and delivery channels.

subgraph Management["App Store Platform"] Catalog["Catalog & Rankings\nFeatured, Categories, Top 50"] UpdateEngine["Lifecycle Engine\nAutomatic Version Notifications"] end

subgraph Channels["Distribution Channels"] OTA["Wireless Delivery\nCellular or Wi-Fi"] Desktop["Desktop iTunes\nMac or PC Sync"] end

Dev["Developer"] -->|"Submits App / Update"| Catalog Catalog -->|"Direct Mobile Browse"| OTA Catalog -->|"Desktop Perusal"| Desktop OTA -->|"Instant Install"| Phone["iPhone Device"] Desktop -->|"Sideload Sync"| Phone Phone -.->|"Checks Version"| UpdateEngine UpdateEngine -->|"One-Tap Over-the-Air Replacement"| Phone ```

- Five primary navigation tabs: Featured (Just Added and Staff Favorites), Categories (Games, Business, Finance, etc.), Top Lists (Top 50 Downloads), Search, and Updates. - Network support covers both Wi-Fi and cellular connections for over-the-air installations. - Desktop iTunes synchronizes applications to the iPhone via sideloading on Mac and Windows PCs. - Integrated update mechanism detects newly published releases and automates in-place application replacement.

---

[03:14](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=194s) The Business Deal: Revenue Split, Free Apps, and Content Guidelines

Addressing the inevitable financial questions from the developer community, Jobs breaks down what he terms an unprecedented business arrangement for mobile distribution. Creators retain complete autonomy over product pricing. When a paid purchase occurs, Apple pays out 70% of gross revenues directly to the developer on a monthly cadence, while retaining 30% to finance ongoing storefront hosting, bandwidth, customer billing, and payment processing infrastructure. Developers bear zero burden for credit card processing charges, infrastructure hosting overhead, or storefront marketing expenses.

Jobs notes that many developers will naturally choose to offer their software free of charge. In these scenarios, Apple charges nothing to the end user and nothing to the software developer, absorbing all worldwide hosting and transmission costs out of pocket. He explains that both parties share a unified incentive: maximizing user adoption and distributing as many high-quality applications to iPhone owners as possible. Jobs concludes by noting that while Apple embraces open submissions, practical limits apply. The company will actively prohibit malicious software, privacy-infringing applications, and pornographic material, maintaining a curated, secure marketplace for all device owners.

Affirming the competitive superiority of the commercial model, Jobs insists: “This is the best deal going to distribute applications to mobile platforms.”

- 70/30 revenue split: developers receive 70% of revenues off the top, paid monthly, while Apple retains 30% to operate the App Store. - Zero developer expenses for credit card transaction processing, server hosting, bandwidth, or platform marketing. - 100% free distribution tier: free applications carry no fees for either the developer or the end user, with Apple footing all operational overhead. - Prohibited content categories include pornography, malicious programs, and applications that invade user privacy.

## Notable quotes > [01:06](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=66s) And the App Store is going to be the exclusive way to distribute iPhone applications directly to every iPhone user. — Steve Jobs

## Mentioned Steve Jobs, Apple, App Store, iPhone, iPod touch, iTunes, Mac, PC

## Video description Apple iPhone SDK announcement - Steve Jobs announces the iTunes App store for the iPhone and iPod touch. Coming in June 2008, and developers will get a 70-30 split for apps sold. Free apps are no charge to devs.

[Source](https://www.youtube.com/watch?v=xo9cKe_Fch8)

中文简报

苹果推出iPhone App Store，为开发者提供70%分成 苹果在每部iPhone上建立专属商店，绕过运营商限制，向开发者提供70%的销售分成，并承担免费应用的所有基础设施成本。 史蒂夫·乔布斯介绍了App Store，这是苹果面向全平台推出的机制，旨在将软件直接分发至每部iPhone，从而为独立创作者和大型软件公司解决分发难题。他演示了移动端应用界面，重点展示了通过蜂窝网络或Wi-Fi进行无线安装、分类浏览、桌面端iTunes同步以及自动版本更新。随后，乔布斯概述了商业模式：向开发者提供70/30的收入分成，苹果承担支付处理与服务器开销，免费应用无需支付任何费用，并设立了明确的内容规范，严禁恶意软件、侵犯隐私的应用和成人内容。 苹果宣布推出App Store，作为一款预装的全平台实用工具，旨在成为原生iPhone应用程序的独家分发渠道。 (0:01) 应用程序可以通过Wi-Fi和蜂窝网络直接通过无线方式下载，也可在Mac和PC上通过桌面端iTunes进行本地管理。 (1:06) 在App Store商业模式下，开发者每月可获得总销售额70%的分成，而苹果则从其30%的抽成中承担所有信用卡处理费、托管及带宽成本。 (3:14) 免费应用程序不会向开发者或用户收取托管或带宽费用，同时苹果设立了市场准则，严禁恶意软件、侵犯隐私的应用和色情内容。 (3:14)

Detailed notes — zh

## Background 该视频由 YouTube 频道 gamingandtechnology 于 2008 年 3 月 14 日发布。视频内容记录了史蒂夫·乔布斯（Steve Jobs）在 iPhone SDK 发布会上正式推出面向 iPhone 和 iPod touch 的 App Store，页面简介提及该服务定于 2008 年 6 月上线，并向开发者提供 70/30 的分成比例以及免费应用免收服务费的政策。 ## TL;DR 在演讲中，乔布斯首先直击开发者难以将作品触达全量 iPhone 用户的痛点，宣布将推出官方专属分发入口 App Store，并预装在每一部升级后的设备中。随后，他展示了包含精选推荐、排行榜、搜索及无线 OTA 更新等功能的手机端界面，并介绍了通过蜂窝网络、Wi-Fi 或 iTunes 侧载的应用下载方式。最后，乔布斯公布了颠覆性的 70/30 收入分成方案，承诺苹果承担所有交易手续费与托管成本，并对免费应用实施完全免收分发费用的政策，同时明确了排斥恶意软件与不良内容的平台审核底线。 ## Atmosphere & style 整场演讲洋溢着经典的乔布斯式个人魅力，节奏从容稳健、循循善诱，充满对移动生态未来重塑的坚定信心。乔布斯以极具共情力的话语切中开发者的现实困境，随后逐步揭晓产品形态与商业条款，现场氛围在公布 70/30 分成及免费政策时被推向高潮。整段视频呈现出一种见证历史转折点的开创感与兴奋感，既务实精准又极具号召力。 ## Bulletin - [00:01](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=1s) 苹果正式推出 App Store，作为直接向全量 iPhone 用户分发第三方应用程序的官方专属入口，并将随系统更新预装在每台设备上。 - [03:03](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=183s) App Store 确立 70/30 收入分成方案，开发者保留销售收入的 70%，苹果抽取 30% 覆盖平台运营成本，且开发者无需承担信用卡手续费或托管费。 - [03:40](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=220s) 平台对免费应用实行双向零收费政策，苹果自掏腰包承担所有带宽与分发托管成本，以推动应用生态繁荣。 - [04:20](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=260s) 设立严格的内容审核底线，坚决封杀色情内容、恶意软件以及侵犯用户隐私的应用程序。 ## Key takeaways - [00:01](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=1s) 解决开发者的分发困境：以往即使是大型软件商也难以触达全部手机用户，App Store 旨在打破渠道壁垒。 - [00:45](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=45s) 专属唯一分发渠道：App Store 将作为向 iPhone 用户分发原生应用的唯一官方专属途径，并预装至全量设备。 - [01:06](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=66s) 直观的应用商店界面结构：底部导航整合了精选推荐（Featured）、分类浏览（Categories）、Top 50 排行榜、搜索与更新功能。 - [01:28](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=88s) 无线空中下载体验：用户可通过蜂窝移动网络（Cellular）或 Wi-Fi 直接在 iPhone 上一键下载并自动安装应用。 - [01:55](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=115s) 桌面端 iTunes 协同分发：支持在 Mac 或 PC 上的 iTunes 浏览下载应用，并通过侧载同步至 iPhone 设备。 - [02:20](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=140s) 自动版本检测与 OTA 升级：应用新版本发布时系统会自动侦测并提示，用户可一键在空中完成无缝替换更新。 - [03:03](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=183s) 开发者完全自主定价：应用最终售价由开发者自行决定，平台提供统一规范的结算体系。 - [03:15](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=195s) 极具竞争力的 70/30 分成机制：开发者拿走 70% 销售收入按月发放，苹果收取 30% 用以维持日常运营开销。 - [03:28](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=208s) 开发者免除一切隐形成本：苹果全额包揽信用卡交易手续费、服务器托管费及营销开支，无需开发者额外垫付。 - [03:40](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=220s) 全免费应用的生态激励：面向用户和开发者均实行免费政策，苹果自负基础设施成本以吸引海量优质软件入驻。 - [04:20](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=260s) 平台安全红线与内容边界：苹果明确拒绝收录色情内容（porn）、恶意软件及侵犯隐私的应用程序，确保生态安全。 ## Detailed walkthrough ### [00:01](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=1s) 开发者梦想与 App Store 的诞生 史蒂夫·乔布斯（Steve Jobs）在演讲开场时向在场的开发者勾勒了一个典型场景：作为一名开发者，你可能花了两个星期甚至更长时间，精心编写出一款令人惊叹的应用程序。此时开发者的终极梦想是什么？那就是把它呈现在每一位 iPhone 用户的面前，并渴望用户能够爱上它、购买它。然而乔布斯坦言，在当时这根本无法实现，因为绝大多数开发者根本不具备这样的分发资源；即便是大型开发商，要想触达每一位 iPhone 用户也极其困难。 为了从根本上解决所有开发者——无论规模大小——所面临的分发困境，苹果推出了“App Store”。乔布斯指出，这是苹果专门为了向 iPhone 交付应用程序而开发的一款应用，它将随着下一次软件更新预装在每一部 iPhone 上。这意味着开发者将能够直接通过这个单一入口触达全量 iPhone 用户。乔布斯坚定地向大家宣告这种分发机制的必然性：“And so our developers are going to be able to reach every iPhone user through the App Store. This is the way we're going to distribute apps to the iPhone.”（因此，我们的开发者将能够通过 App Store 触达每一位 iPhone 用户。这就是我们将应用程序分发到 iPhone 的方式。） ```mermaid flowchart LR accTitle: App Store 分发模式 accDescr: 展示开发者通过 App Store 向所有 iPhone 用户分发应用的整体流程 subgraph Dev ["开发者端"] D1["独立开发者 / 大公司"] -->|"提交并定价"| AS["App Store"] end subgraph Apple ["分发平台"] AS -->|"蜂窝网络 / Wi-Fi 无线推送"| DL["直接安装至设备"] AS -->|"iTunes 同步"| PC["Mac / PC 本地同步"] end subgraph User ["用户端"] DL --> IP["全量 iPhone 用户"] PC --> IP end ``` ### [01:06](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=66s) 界面探索、无线下载与空中更新 随后，乔布斯展示了 App Store 的实际界面与功能架构。该应用底部设计有五个核心导航标签页：精选推荐（Featured，包含主推应用、最新上架 Just Added 以及员工最爱 Staff Favorites）、分类浏览（Categories，涵盖游戏、商业、财务等类别以便用户轻松查找）、排行榜（Top Lists，展示前 50 名等最受欢迎的下载榜单）、以及搜索功能。现场演示以一款西洋双陆棋（Backgammon）游戏为例，用户搜索后可立即查看游戏截图与详细介绍；该游戏恰好是免费的，用户只需轻点“安装”（Install）按钮，应用就会通过蜂窝移动网络或 Wi-Fi 无线下载到 iPhone 上。 除了在设备端直接操作，苹果还在电脑端的 iTunes 软件中开辟了专区，用户同样可以在 Mac 或 PC 上浏览、下载应用，然后通过侧载（sideload）同步到手机中；但乔布斯预估，绝大多数用户更倾向于直接在 iPhone 上完成空中下载。更为关键的是后续的维护机制：当开发者发布新版本时，App Store 会自动提示有可用更新，用户点击进入更新专区即可查看详细更新日志，轻点更新按钮就能完全在空中自动完成新旧版本的覆盖替换。乔布斯借此强调：“And the App Store is going to be the exclusive way to distribute iPhone applications directly to every iPhone user.”（App Store 将是直接向每一位 iPhone 用户分发 iPhone 应用程序的唯一专属途径。） - 底栏导航分为精选（Featured）、分类（Categories）、排行榜（Top 50 排行）、搜索（Search）及更新（Updates）。 - 支持蜂窝网络（Cellular Network）与 Wi-Fi 两种无线网络直接空中下载。 - 支持桌面端 iTunes 下载并侧载同步至设备。 - 软件版本更新全自动化侦测，用户可在手机端一键完成 OTA 替换升级。 ### [03:03](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=183s) 商业分成模式：70/30 比例与免费政策 在明确了技术与产品形态后，乔布斯转向开发者最核心的关切——商业合作方案（the business deal）。他开门见山地宣布了一套在当时极具颠覆性的分成与扶持方案：应用定价完全由开发者自主决定；应用售出后，开发者直接拿走销售总收入的 70%，苹果仅保留 30% 用以维持 App Store 的日常运营支出。乔布斯强调，开发者无需承担任何信用卡交易手续费、服务器托管费或营销费用，所有的基础设施成本均由苹果承担，收益每月结算发放。乔布斯对其商业竞争力表达了极高评价：“This is the best deal going to distribute applications to mobile platforms.”（这是向移动平台分发应用程序有史以来最优惠的方案。） 更进一步，乔布斯谈到了定价为“免费”（Free）的场景。他指出，许多开发者会选择以零元分发软件，而苹果针对免费应用不收取任何费用——无论是向终端用户还是向开发者，全流程完全免费，所有分发与托管开销全部由苹果自掏腰包。乔布斯解释道，这是因为苹果与广大开发者拥有完全一致的核心诉求：让尽可能多的优秀应用呈现在尽可能多的 iPhone 用户面前。针对平台审核与边界，乔布斯毫不避讳地承认会存在限制，苹果会坚决对色情内容（porn）、恶意软件（malicious apps）以及侵犯用户隐私的应用拒之门外。但在排除这些极少数有害程序后，苹果的目标依然是全力协助绝大多数正向开发者，将海量应用送入每位用户的掌心。 - **收益分成**：开发者获得总收入的 70%（按月支付），苹果抽取 30% 覆盖运营成本。 - **费用免除**：开发者无需支付信用卡交易手续费、主机托管费及营销推广费。 - **免费应用支持**：面向用户与开发者双向完全免费，苹果全额承担服务器与带宽成本。 - **内容红线限制**：严格拒绝分发色情、恶意破坏系统及侵犯用户隐私的应用程序。 ## Notable quotes > [01:06](https://www.youtube.com/watch?v=xo9cKe_Fch8&t=66s) And the App Store is going to be the exclusive way to distribute iPhone applications directly to every iPhone user. — 史蒂夫·乔布斯 ## Mentioned 史蒂夫·乔布斯, App Store, iPhone, iPod touch, Apple, iTunes, iPhone SDK, Mac, PC ## Video description Apple iPhone SDK announcement - Steve Jobs announces the iTunes App store for the iPhone and iPod touch. Coming in June 2008, and developers will get a 70-30 split for apps sold. Free apps are no charge to devs. [Source](https://www.youtube.com/watch?v=xo9cKe_Fch8)

Source quotes

[1:06] 史蒂夫·乔布斯: And the App Store is going to be the exclusive way to distribute iPhone applications directly to every iPhone user.

Source quotes

[1:06] Steve Jobs: And the App Store is going to be the exclusive way to distribute iPhone applications directly to every iPhone user.

Original transcript

[0:01] So, [0:02] you're a developer and you've just spent [0:05] 2 weeks or maybe a little bit longer [0:07] writing this amazing app and what is [0:10] your dream? Your dream is to get it in [0:13] front of every iPhone user [0:16] and hopefully they love it and buy it, [0:18] right? [0:19] That's not possible today. [0:21] Developers don't Most developers don't [0:23] have those kinds of resources. Even the [0:25] big developers would have a hard time [0:27] getting their app in front of every [0:29] iPhone user. Well, we're going to solve [0:31] that problem for every developer, big to [0:35] small and the way we're going to do it [0:38] is [0:40] what we call [0:42] the App Store. [0:43] This is an application we've written [0:46] to deliver apps to the iPhone [0:49] and we're going to put it on every [0:52] single iPhone [0:54] with the next release of the software. [0:56] And so our developers are going to be [0:58] able to reach every iPhone user through [1:01] the App Store. This is the way we're [1:03] going to distribute apps to the iPhone. [1:06] So, let's take a look inside the App [1:08] Store. Uh it's got uh the five buttons [1:10] across the bottom. So, we have a [1:12] featured section, which is the ones [1:13] we're featuring, [1:15] just added, staff favorites. [1:17] We've got categories here. If you want [1:19] to find a game, if you want to find a [1:21] business application, you want to find [1:22] an application about finances an [1:24] example, easy to find stuff and browse [1:27] the different categories. [1:29] Of course, we've got our top lists, our [1:31] top downloads, top 50 in this case, [1:35] where I can see what the most popular [1:36] apps are that are being downloaded. [1:39] And if I know what I want, I can easily [1:41] search for something, in this case a [1:43] backgammon game, and instantly find it. [1:45] I can tap on it, get some screenshots, [1:48] and get a write-up on it. And if I'm [1:50] interested in using it, this uh this one [1:52] happens to be free, I just tap up there [1:55] and I tap the install button [1:57] and the app is wirelessly downloaded to [2:00] the iPhone using a cell [2:03] network or Wi-Fi. [2:06] It's that simple to put the app right on [2:08] the phone. [2:10] Now, we've also built a section into [2:12] iTunes where you can peruse all the apps [2:15] as well. [2:16] And you can download them right to your [2:18] computer, a PC or a Mac, and sideload [2:21] them right into your iPhone as well. [2:23] But we think most people are probably [2:24] going to just use their iPhone and [2:26] do it over the air right to the iPhone. [2:29] So, this is pretty cool. [2:32] But it goes even further. If you've [2:34] downloaded an app and the developer has [2:37] updated that app, the App Store will [2:40] automatically tell you that there is an [2:43] update available. [2:44] And if you're interested, you just tap [2:46] on the App Store, takes you to the [2:48] update section, shows you the app that's [2:50] been updated. You can see exactly what's [2:52] been updated. If you like it, tap the [2:54] update button and your app will be [2:56] replaced by the updated version again, [2:58] over the air, all automatically. [3:01] So, we think this is pretty cool. [3:03] And uh the App Store is going to be the [3:06] exclusive way to distribute iPhone [3:09] applications [3:10] directly to every iPhone user. Now, [3:14] developers are going to ask, "Well, this [3:16] is great, but what's the deal, right? [3:19] What's the business deal?" We think [3:21] we've got a great business deal for our [3:23] developers. [3:24] First of all, the developer picks the [3:26] price. [3:28] Pick whatever price you want to sell [3:29] your app at. [3:31] When we sell the app through the App [3:33] Store, the developer gets 70% of the [3:35] revenues right off the top. [3:38] We keep 30% to pay for running the App [3:40] Store. [3:42] There are no credit card fees for the [3:44] developer. We take care of all of that. [3:46] There are no hosting fees for us hosting [3:48] the app. We take care of all that. [3:50] There's no marketing fees. [3:53] The developer gets 70% of the revenues [3:55] and it's paid monthly. [3:57] This is the best deal going to [3:59] distribute applications to mobile [4:01] platforms. [4:02] Now, [4:03] we talk about the 70/30 revenue split, [4:06] but the developer gets to pick the price [4:07] and you know what price a lot of [4:08] developers are going to pick? [4:10] Free, right? So, when a developer wants [4:13] to distribute their app for free, there [4:15] is no charge for free apps at all. [4:18] There's no charge to the user [4:22] and there's no charge to the developer. [4:24] We're going to pay for everything to get [4:26] those apps out there for free. The [4:28] developer and us have the same exact [4:30] interest, which is to get as many apps [4:32] out in front of as many iPhone users as [4:34] possible. Now, [4:37] will there be limitations? Of course. [4:40] There are going to be some apps that [4:41] we're not going to distribute. Porn, [4:44] malicious apps, apps that invade your [4:46] privacy. So, there will be some apps [4:48] that we're going to say no to, but [4:49] again, we have exactly the same interest [4:52] as the vast majority of our developers, [4:54] which is to get a ton of apps out there [4:56] for the iPhone and we think we've [4:57] invented an incredibly great way to do [5:00] it, which is the App Store. It's going [5:02] to reach every single iPhone user.