Apple Inc. advertising
Apple released the first advertisement for the iPhone in February 2007 during the national broadcast of the Academy Awards. The 30-second commercial featured cuts of famous figures answering their telephones, all saying “Hello”. As it progressed, the ad showed more recent versions of the telephone; it ended with a preview of the first generation iPhone to draw a connection between the iPhone and the newest technology available. To accompany the initial sneak peek at their latest product, Apple released several new ads for the iPhone through “television, web-based, and print ads designed to show off the disappearing and reappearing touch keypad”. Other features included in those advertisements were email, camera, and general touchscreen capabilities.
IPhone OS 2
iPhone OS 2.0 became available on July 11, 2008 with the release of the iPhone 3G. Devices running 1.x are upgradable to this version. This version of iOS introduces the App Store, making third-party applications available to the iPhone and iPod Touch. Prior to the public release of iPhone OS 2.0, Apple held a keynote event to announce the iPhone OS Software Development Kit ("SDK") to developers.The most notable feature of iPhone OS 2 was the App Store. Before this feature was introduced, the only way to install custom applications on the device was via jailbreaking, which is strongly discouraged and unsupported by Apple. There were 500 applications available for download at the launch of the App Store, though this amount has grown dramatically since then. Now, the App Store has more than 2 million apps as of 2016.