WWDC 2008 kicked off June 9 at 10am PDT with a Steve Jobs keynote. Apple had held the first iPhone SDK event that past spring and a lot of what was introduced there was finalized here. What was new was the App Store, a unified place on every iPhone where customers could go to get native apps and games created by third party developers. Apple would handle all the logistics and transactions, keep 70% of the money for paid apps, and handle free apps for free. If the iPhone revolutionized the phone, it's safe to say the App Store revolutionized software.
The iPhone 3G was also announced, the first iPhone to be announced at a WWDC keynote. It was so similar to the original iPhone that Apple only incremented its model number by a minor digit — iPhone 1,2 — but it added both a 3G EDGE radio for GSM networking and GPS for location. It also fully embraced the subsidy model for the first time, dropping to an incredibly accessible $199 on contract in the U.S. and other markets.
.Mac, which had been Apple's online service, was reborn and rebranded as MobileMe. Originally called "Exchange for the rest of us", MobileMe was plagued by a troubled launch and was eventually replaced by iCloud.
With everyone at Apple bent on delivering iOS 2 (then iPhone OS 2), the software developers kit (SDK), the App Store, Mobile Me, and everything that went along with it, development on the next version of OS X, dubbed Snow Leopard (no wine codename) focused on under-the-hood performance improvements. Apple unabashedly marketed that as "no new features", something that, it turned out, deeply resonated with customers who wanted just exactly that.