Phone SDK Downloads Top 100,000

CUPERTINO, California--March 12, 2008--Apple today announced that more than
100,000 iPhone developers have downloaded the beta iPhone Software
Development Kit (SDK) in the first four days since its launch on March 6.
The iPhone SDK provides developers with the same rich set of Application
Programming Interfaces (APIs) and tools that Apple uses to create its
native applications for iPhone and iPod touch.

"Developer reaction to the iPhone SDK has been incredible with more than
100,000 downloads in the first four days," said Philip Schiller, Apple's
senior vice president of Worldwide Product Marketing. "Also, over one
million people have watched the launch video on Apple.com, further
demonstrating the incredible interest developers have in creating
applications for the iPhone."

Apple also previewed the new App Store, a breakthrough way for developers
to wirelessly deliver their applications to every iPhone and iPod touch
user. Developers set the price for their applications--including free--and
retain 70 percent of all sales revenues.

Leading developers such as AOL, Electronic Arts, Epocrates, salesforce.com
and Sega have already demonstrated amazing applications using the SDK, and
developer response continues to be phenomenal with more developers
embracing the platform.

"The iPhone SDK gives us the tools we need to create powerful iPhone
applications and is an important part of our overall mobile strategy," said
Rick Jensen, senior vice president, Small Business Group at Intuit. "We're
excited that the iPhone expands the ways our customers can solve key
financial tasks wherever they might be."

"We're very excited about Apple's new SDK and reaching every iPhone user
through the new App Store," said Scott Rubin, vice president, Sales and
Marketing, Namco Networks. "We can't wait to show off great new versions of
arcade classics like PAC-MAN and Galaga that use the revolutionary features
of the iPhone and iPod touch."

"Apple's tools have provided our development team the flexibility to make
the SuitePhone application richer and deeper," said Luke Braud, vice
president, Software Development, NetSuite. "NetSuite is excited at the
opportunity to give every iPhone customer access to their critical business
data anytime, anywhere."

"Apple's become an important mobile game platform with the iPhone SDK,"
said Jason Kapalka, co-founder and Chief Creative Officer, PopCap. "The new
SDK gives us the tools to innovate and reinvent games like Bejeweled, Zuma
and Peggle. With the new App Store we can reach every iPhone and iPod touch
user on the planet."

"Seventy percent of the retail price is hands-down the best deal out there
in mobile. It's simple and motivating for developers," said Wayne B.
Yurtin, president and CEO, Rocket Mobile, Inc. "We can't wait to get our
first iPhone applications on the revolutionary App Store."

"Six Apart pioneered the mobile blogging experience with an
iPhone-optimized blog service," said Chris Alden, CEO, Six Apart. "We're
taking it to the next level with our native iPhone application for TypePad
that's already in development."

"The iPhone is the mobile platform game developers have been dreaming of,"
said Scott Zerby, vice president, THQ Wireless. "We're looking at how we
can use the iPhone's innovative user interface to create new game
experiences for our big brand entertainment partners that consumers love."

Pricing & Availability

The free beta iPhone SDK is available immediately worldwide and can be
downloaded at (http://developer.apple.com/iphone/program). The iPhone
Developer Program will initially be available in the US and will expand to
other countries in the coming months. A QuickTime video of the iPhone
roadmap event is available to view at
(http://www.apple.com/quicktime/qtv/iphoneroadmap).

Apple ignited the personal computer revolution in the 1970s with the Apple
II and reinvented the personal computer in the 1980s with the Macintosh.
Today, Apple continues to lead the industry in innovation with its
award-winning computers, OS X operating system and iLife and professional
applications. Apple is also spearheading the digital media revolution with
its iPod portable music and video players and iTunes online store, and has
entered the mobile phone market with its revolutionary iPhone.