The operating system for iPhone and iPad devices, iOS5, is being repositioned for a “Post PC world” in which some homes have an iPad or iPhone as their only computer or internet connection. Jobs showed figures suggesting that China would be a major market for this new model of computer ownership. iPhones and iPads are now “PC Free” meaning that software updates happen over the air and backup happens to the cloud. The other obvious strategic move was to tie Twitter strongly into the heart of the device, connecting contacts and web links to Twitter. It’s an aggressive signal to social media competitors like Facebook and Google. Meanwhile Blackberry will be watching its back after Apple announced iMessage, a service that unifies text, photo and video messaging across all iOS devices. Notable additional features include the a new Notification Center; Newsstand for reading digital magazines and newspapers; Reader and Reading List, designed to make reading web pages easier; tabbed browsing on Safari on the iPad; a Reminders app with geolocation; an improved camera feature with built-in editing; an improved Mail app; and an improved Game Center.

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