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1. Multi-tasking

Simply the biggest feature in the new OS 4, users can now switch from one app to another seamlessly without sacrificing performance and battery life. As an example, one can answer calls on Skype and then switch to another app while still on the line. This and many other multi-tasking examples shown during the briefing are made possible by these new services on OS 4:

- Background audio

- Voice over IP

- Background location

- Push notifications

- Local notifications

- Task completion

- Fast app switching

2.  Folders

On OS 4, users can group apps together as folders. One can just drag and drop the apps icon on top of each other and a new folder will be created automatically. The folder is also automatically named according to the apps category and can be renamed if the user chooses to do so.

3.  Enhanced mail

Unified inbox enable users to see emails from multiple accounts in just one inbox. If you prefer to jump between inboxes, you can do that as well. Messages can also be organize by thread for better arrangement. Last but not least, attachments can now be opened in third-party apps.

4. Support for iBook

iBooks is an e-book reader; the same one that is available in iPad. Pretty self-explanatory there.

5. Enterprise

The new OS also included couple of new features that would benefit enterprises out there:

- Enhanced data protection

- Easier device fleet management through Mobile Device Management

- Wireless distribution for in-house apps

- Multiple Exchange accounts

- Exchange Server 2010 support

- SSL VPN support

6. Game Center

Apple’s own social gaming network that is going to let users invite friends to game together, play in multiplayer sessions through matchmaking, put their scores on leaderboards and keep track of game’s achievements. Seems familiar, right?

Yup, we’ve seen these on many other platforms before such as the defunct Nokia N-Gage 2.0 and of course, Xbox Live. That being said, we are quite interested to see how Apple and app developers implement them.

7. iAd

iAd is Apple’s own mobile advertising service that is going to take advantages given by the huge demographic that apps have. Its checklist includes:

- Ads with better emotion and interactivity

- Ads that keep you in app

- Built into iPhone OS

- Sold and hosted by Apple themselves

- 60% of ads revenues go to developer

The sample ads that Steve showed during the presentation were pretty interesting as they looked and felt like an apps themselves with video, maps, games and also much more built into the ads.