Apple's new iPhone 3.0 software is loaded up with peer to peer application sharing utilities, according to a Business Week article. These new features will allow users to share software and apps with their iPhone owning friends, and it's possible that Apple will even institute a cash-reward program for users who convince other users to purchase certain apps.
It's not known yet whether or not Apple will choose to activate these new features when they release OS 3.0, but the knowledge that they are there has already caused a lot of discussion. A couple of potential applications of this sharing technology have been discussed, including giving users the ability to invite other iPhone owners to games they are playing. If the person you invite doesn't have the game, he'll be prompted to buy it.
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Apple's app store is very young, but it's already proven to be profitable. It's a new revenue stream, though, and that means Apple is going to try a lot of different things in order to maximize sales. New methods of advertising, like automatically informing nearby users when someone else is downloading an app and giving them the option of downloading it as well, are at least worth trying.