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Apple's Software Upgrade Is Bigger News Than New Handset

The most important technology event of the year, writes Brian Caulfield, probably isn't the launch of the iPhone 3GS today. But it may be this week's release of the iPhone OS 3.0 software update for the iPhone and iPod Touch.

The real breakthrough is the added ability for software developers to sell subscriptions that deliver premium content or additional levels for a game. "Basically, when we look at the iPhone we don't see a mobile phone, we see a computing platform," says Shervin Pishevar, CEO of Social Gaming Network (SGN).

OS 3.0 also lets developers turn the iPhone into a control panel for other electronics equipment and gives it the ability to automatically find and sync up wirelessly with software running on another iPhone or iPod touch.

Among marketers already taking advantage of the new capabilities are Men's Health and Whole Foods.

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