Apple iPhone 4 !

Steve Jobs introduced the iPhone 4 on Aug 10, 2010, which he claims offers over 100 new features, though he would focus on only a handful for the keynote. The iPhone 4 looks like the iPhone prototype obtained under questionable circumstances by Gizmodo: stainless steel casing, all-glass front, and a design Jobs describes as the thinnest smartphone on the planet: almost 25 percent thinner than the iPhone 3GS.. Unlike previous iPhones, the iPhone 4 will have volume controls on the side of the phone along with an accessible microSIM tray. The iPhone 4 features a front-facing camera, and the back sports a microphone, 30pin connector for docking, and a speaker, while the top sports a second microphone for noise cancellation, sleep/wake button, and a headset input.

Jobs went on to highlight the bands around the side of the iPhone 4 that caused much speculation in the wake of the leaked prototypes. Jobs identified them as part of the phone’s antenna system, saying the stainless steel band is also a primarily structural element of the device. The antenna supports all the iPhone 4’s wireless capability, from 3G to Wi-Fi to Bluetooth to GPS along with cellular communications.

Jobs also took a moment to highlight Apple’s new in-application advertising platform iAds: according to Jobs, Apple is developing iAds as a revenue channel for developers so they can earn money from applications in ways other than direct sales to users. As outlined last April, Apple is aiming for high amounts of interactivity and engagement with iAds, building on HTML5 technologies rather than the still-industry-standard Adobe Flash. Apple will host all the advertising and handle ad sales, so all applications developers have to do is specify where in the applications the ads should be placed, then collect 60 percent of the revenue from placements in their applications. Apple has only been selling iAds for about two months—they should go live Jule 1—and so far has many major brands on board, including Disney (Jobs is Disney’s biggest single shareholder, remember), Target, Best Buy, Geico, DirecTV, and other major brands. Unlike traditional banner ads that eject users from applications out into Web browsers, iAds run without exiting a user’s application, providing an interactive experience without causing people to leave apps, or lose work or messages: the goal is an engaging experience that users know is “safe” regardless of the app they’re using.

Jobs demonstrated what Apple is dubbing FaceTime video calling with the iPhone 4. The feature will initially be Wi-Fi only and operate iPhone 4 devices—no word in whether FaceTime will support, say, desktops or notebooks equipped with cameras. Users will be able to switch to the rear-mounted 5 megapixel camera on the iPhone 4 to let callers see what they’re seeing, or stick with the front-facing camera for face-to-face chat. Jobs says Apple plans to work with mobile operators to make FaceTime available over 3G data services. Apple says it plans to ship millions of FaceTime-capable devices this year—and if current iPhone sales are any indicator, they’re right—so iPhone 4 users will have plenty of people to talk to. (How far off is an app called FaceTime Roulette?)

Apple says the technology behind FaceTime will be come an industry standard, and will be supported by other devices and services.