Apple launched its App Store, through which iPhone and iPod Touch programs are distributed, last July. In less than a year third-party developers like Casasanta have written more than 25,000 iPhone programs that have been downloaded more than one billion times.
Sometimes it's a controversial world as well. Apple vets applications before accepting them in the App Store (where it keeps 30 per cent of the program asking price, although many are free).
It will reject programs that compete with its own software, but imposes a non-disclosure agreement on developers whose work gets the thumbs down. And sometimes it just makes stupid judgments - such as approving Baby Shaker, which got the user to violently shake their phone to silence the sound of a crying baby. Baby Shaker survived a couple of days before Apple saw the light and withdrew it after an outcry from child welfare groups.
Casasanta made his Apple software debut long before the iPhone came along. His biggest claim to fame is iClip, a Mac application that makes copying and pasting much more useful by keeping a history of up to 99 copied items.
That means you can copy a succession of snippets of text or images without each new one overwriting the one before.
But Casasanta, also has a string of iPhone apps to his name. His company, Tap Tap Tap, created Where To?, which uses the iPhone's GPS and Google Maps to alert the user to nearby places to eat, banks, shops and all manner of other amenities.
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