Apple unveiled its plans for “iPhone OS 4.0,” next major OS for its iPhone, iPod touch, and iPad products. Based on the announcement, they’re making some obvious but important updates to product and, perhaps for the first time ever, they’re clearly responding to their increasingly aggressive competitors, especially Google Android and Microsoft Windows Phone. This shouldn’t be seen as a negative so much as it’s a reflection on how mature the iPhone OS has become. And that it’s competition has finally caught up and in some cases surpassed it. The product page introducing new OS exclaims that there’re “over 100 new features.” Here’re seven top features: Multitaskingb; Folders (and wallpaper). Organize apps into folders with drag-and-drop simplicity; Mail. Like Android, iPhone OS will now support multiple Exchange-type email accounts, which sounds like it’s limited to just Exchange accounts, but that’s not the case. Apple is also providing a single inbox view for multiple accounts like WebOS does; iBooks on iPhone; Enterprise features. Apple is supporting more enterprise-oriented Exchange features that’re already present in Windows Mobile/Phone and RIM Blackberry; Game Center–complete with Microsoft-like invitations, online matchmaking, achievements, and more–for iPhone; iAd. is a breakthrough mobile advertising platform from Apple. With it, apps can feature rich media ads that combine the emotion of TV with the interactivity of the web.
More info: iPhone OS 4.0