The size and scope of Apple's developer program remains a bit of a mystery, but Apple has already shown off demos from online auctioneer eBay, mobile social-networking start-up Loopt, blogging service TypePad, the Associated Press and game developer Pangea Software.

FORBES: Magazine Article

The size and scope of Apple's developer program remains a bit of a mystery, but Apple has already shown off demos from online auctioneer eBay (nasdaq: EBAY - news - people ), mobile social-networking start-up Loopt, blogging service TypePad, the Associated Press and game developer Pangea Software.

FORBES: Why You Don't Need A New iPhone

While other OTT applications such as social networking have been built and delivered completely outside the mobile service provider domain, it is not possible to replicate this model with video because it is too bandwidth intensive.

FORBES: Why The Future Of Video Depends On The Mobile Carriers

The switch is a strategy already used by social networking leader Facebook Inc. and online messaging service Twitter to make it easier to show ads on mobile devices.

NPR: LinkedIn's Disappointing Outlook Eclipses Big 1Q