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Yesterday in Cupertino, CA, the Apple's CEO unveiled at the developers the new iPhone OS 4.0. The new OS is available to iPhone developers today, while the general public will get the update sometime this summer. Apple uses innovators and then early adopters to improve the product, leveraging on their enthusiasm. "We are not the first to offer this service, but we are the best" : Steve Jobs doesn't know moderation and understatement. Some of the OS 4.0 features, as the multitasking, doesn't represents that kind of radical innovation, just because Google did it first. But Apple is aware about giving those features to its product in the right time, according to Jobs. By the way, multitasking is only 1 of the 100 new user features announced and thanks to the early market the OS 4.0 could potentially represent the birth of new paradigms in the operating software market.

Advertising agencies and software developers also welcomed Apple's new iAd network as a potential breakthrough that could give an important boost to the small but fast-growing mobile advertising market. iAd is an OS 4.0 built-in app, which could be the starting point of a new generation of mobile adverts that would be far more engaging than current formats, which Jobs said "suck". Thanks to his company's control Apple's network would be able to serve up more creative forms of advertising to run inside the "apps" users download on to these devices. Advertising inside apps, although still small, has become the hottest corner of the mobile advertising business, prompting a race between Google and Apple. In fact, earlier this year Apple bought Quattro Wireless for $270 million signaling its intention to enter the advertising network space. Quattro is an ad network that spans both mobile websites and smartphone applications. It seems to develop a new strategy and paradigm for the advertisement and a new battle field for the two giants Apple and Google. Which will emerge?

The increase of data traffic due to audiovisual content is straining Internet networks, highlighting another strong complementarity between infrastructure and content. The problem is, that most of this content is associated to a few companies (such as Google), who bear the (advertising) fruits of this growth and does not share enough of its costs. What kind of arrangements between players in the value network will create a sustainable model?

Innovation leads to imitation. This is especially true for inventions that are somewhat easy to copy, like Nestlé's Nespresso capsules. It is interesting that, to ward off price-based competition, Nestlé has chosen to keep firm in its positioning of Nespresso as a high-end and "affordable luxury" offering. This requires accurate branding, advertising, complementary services, and so on. Of course, some enforcement of its  1700 patents might also come in handy

Twitter is trying to become a real company, based not only on an impressive user base but with a real business model. The idea is to operate on advertising and value-added services created by communities of developers. Not an easy feat, given that users might not appreciate it, and that players like Google and Facebook are not going to sit on their hands in the meanwhile. 

The shift to digital media requires a shift in business models. But, are customers willing to pay enough to cover the costs?

Bloomberg takes a look at Apple's spate of corporate acquisitions over the past six months, which has seen the company reverse a long-standing policy of making very infrequent deals with its recent purchases of Quattro Wireless, Lala Media, Intrinsity, and Siri. In particular, the report points to the growing rivalry between Apple and Google, stoked in large part on the acquisitions front by Google reportedly swooping in to snatch mobile advertising firm AdMob just as Apple was looking to finalize a deal to do so. "The pace has really picked up, there seems to be a strategic shift," said Charlie Wolf, an analyst with Needham & Co. in New York. "It looks like there's an acquisition frenzy going on between Google and Apple in the sense that there's an increasing urgency on Apple's part to stay even if not ahead of Google in the phone space and apps space. One interesting tidbit included in the report is evidence that Apple has sometimes moved very quickly when looking to make an acquisition, even giving targets as little as three hours to agree to a deal. To avoid publicity and possible rival bids, Apple in some cases has offered a target only a three-hour period in which to accept the terms of a sale, according to one executive with knowledge of the situation.