11:32AM "We'll, we're really pleased with it. But there is one more thing." Whoa -- the lights just went up along the side of the stage.
11:31AM "So those are the eight things I wanted to share with you on iPhone 4. What do you think so far? I think it's a lot more than people thought it was. What do you think?" Big cheers.
11:30AM Steve says iAds are projected to represent 48% of the mobile advertising market in the second half of 2010.
11:29AM "We've got advertisers committing to $60m."
11:29AM "I think a lot of people are going to try and win the car. It's a great idea! We're going to turn on iAd on July 1st for all iOS 4 devices."
11:29AM "So that is iAd."
11:28AM Steve is showing off interactivity with ads. Pretty cool, if you want to interact with a car ad.
11:27AM "So now we've got this cool navigator on the bottom. It spins the car. The only way you'll be able to get one of these is through this ad on the iPhone. So if you want to get a Leaf you need to get an iPhone..."
11:26AM Wow, actually a pretty amazing ad. If you're a geek, you will love it.
11:26AM "It loads in, and I can always X out of it. So we're loading up a video... and here we go."
11:25AM "I pulled one ad in process which was a Nissan ad. They're going to use it to advertise their electric car, the Leaf. They were hesitant to have me show you, but I convinced them."