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.
IOS
The operating system was unveiled with the iPhone at the Macworld Conference & Expo on January 9, 2007, and released in June of that year. At the time of its unveiling in January, Steve Jobs claimed: "iPhone runs OS X" and runs "desktop applications", but at the time of the iPhone's release, the operating system was renamed "iPhone OS". Initially, third-party native applications were not supported. Jobs' reasoning was that developers could build web applications through the Safari web browser that "would behave like native apps on the iPhone". In October 2007, Apple announced that a native Software Development Kit (SDK) was under development and that they planned to put it "in developers' hands in February". On March 6, 2008, Apple held a press event, announcing the iPhone SDK.