Fitting for a programmers conference, this Apple keynote focused on software—and the announcement of a new iPhone felt almost like an afterthought. Nearly an hour of the keynote was dedicated to a parade of developers who had built iPhone programs using the software developers kit (SDK). But is it really as easy to write iPhone apps as Apple says it is?

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Well, the official announcement is in—and it's exactly what we were all expecting. The new iPhone, equipped with 3G, GPS, and a much slimmer price, will be available for purchase in 22 countries (including the US) starting July 11.

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At this very moment, Steve Jobs is on stage in San Francisco where he is expected to unveil the next version of the iPhone. High-speed 3G data connectivity, on-board GPS and a fully developed application store are all likely to be in the cards.

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In today's gadget blogosphere, there are few if any new products that aren't upon release subjected to an immediate "unboxing"--a thorough and, some may say, pathologically obsessive series of photographs documenting exactly what is implied by the name: taking a shiny new object out of its multiple layers of packaging, step by exhaustive step.

For those leaning more toward the "pathologically obsessive" reasoning here (there are in fact entire blogs dedicated to the practice), the question is: Why does this happen?

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Was that golden iPhone that made the rounds on the web a little ways back a bit too gaudy? Care for something that still advertises your wealth, but in a more subtle, solid way? Well, now the same company is offering platinum iPhones for the wonderful low price of $2,230.

Now, if you're not managing a successful hedge fund, or you're unwilling to run with that Apple crowd, there are other options, too. Fortune just posted a few viable iPhone alternatives. They might not have the cache, or allow you to channel the spirit of Steve Jobs, but these cellphone slash music players will keep the notes playing in your head.—Gregory Mone

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As recently as September, Apple was playing coy when it came to a rumored 3G iPhone. At a news conference that month Steve Jobs told reporters a phone wouldn't appear before they can "see the battery lives for 3G get back up into
the five-plus-hour range." Nevertheless, its carrier seems to have less compulsion to hold back. Yesterday, AT&T's CEO Randall Stephenson all but announced an impending 3G iPhone, responding to a reporter's question about the possibility with: "You'll have it next year." Apple declined to comment, but presumably isn't thrilled about the slip—especially when it comes on the tails of the holiday wish-list deluge.

Meanwhile, on PPX the news incited a flurry of trading on our 3G iPhone proposition. But until Apple proffers an announcement of its own, the stock's up for grabs.—Abby Seiff

Via: Bloomberg.com

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