Steve Jobs job, making the impossible - possible, by enhancing user interfaces in ways users have never dreamed they could be enhanced.
"His (Steve Jobs) evidence: three Apple-created sample interactive ads that are a rarity on any screen: advertisements on which you might actually want to click."
http://brainstormtech.blogs.fortune.cnn.com/2010/04/09/steve-jobs-missed-his-calling/
Tailoring Interaction and Emotion to Best Serve iAds
Every ad is an opportunity for a superbowl like ad experience, tailored to an individuals interest.
Watch the last 15 minutes or so of this event. If you are a "dude" and into basketball, the Nike ad is so full of emotion it will make your hair stand on end. For me it is the same degree of revelation as when I first read Web 2.0 as presented by Tim O'Reilly. Tailoring the Interaction-Emotion continuum to best serve the message will become Web advertising mantra.
Multi-tasking on soon to be 100 million mobile devices, now makes sense, because it can give one level of nesting for an ad, then right back to the App.
Help web developers make money in the process. Wonder if that will attract any developer talent?
The only problem, and it is a big problem to the FOSS movement, is that it is all locked down within the Apple ecosystem in this incarnation. In Apple's defense, it is much easier to control the experience when you don't allow middleware any possibility to compromise the experience.
"We’ve been there before, and intermediate layers between the platform and the developer ultimately produces sub-standard apps and hinders the progress of the platform." http://www.taoeffect.com/blog/2010/04/steve-jobs-response-on-section-3-3-1/
It also makes sense to try to keep it as simple as possible for now, then open things up as the future unfolds. Otherwise there is a risk of alienating key developers who may have built business models around functionalities that later become problematic.
What can be done with HTML5? A lot. If anyone thought Shockwave Flash interfaces were going to make it in mobile devices..
http://events.apple.com.edgesuite.net/1004fk8d5gt/event/
Next
Next step, making all Web advertising not suck. Present it with content and contexts that people actually want. There is plenty of room for improvement outside the Apple ecosystem.
The underlying paradigm will spread. There will always be top level developers working hard to prove that anything with tech, can be accomplished free from lockdown mentality.
And I am guessing it won't take Apple too long to start opening up, because they know the value of top developer talent as well as anyone. There won't be enough of it to go around any time soon, now that Jobs has ratcheted user expectations up to an entirely new level. Better to have them working with you.