Jobs clearly foresees an explosion of creativity and activity to bring rich, interactive ads to the iPhone platform, with multi-tasking enabling users to view ads without being "yanked" from the application in which it's embedded. Developers can incorporate iAd into their programs "in an afternoon." Apple will sell and host the ads, based on the Quattro platform.

As Engadget's Joshual Topolsky, and other livebloggers noted, "Steve seems pretty pumped up about these new opportunities."

John Cox covers wireless networking and mobile computing for Network World. Twitter:

in Network World's Anti-Malware section.