It was an especially 'we are more open-ish' WWDC from a PR stand point. Former Apple evangelist Matt Drance wrote [1]:
The introduction of Bing as a search provider for Safari on iPhone had been rumored for some time. Naturally, everyone saw this development as an attack on Google. But the presentation itself sent just as much of a message. Jobs used the word “choice” six times in less than twenty seconds during the Bing announcement. While Apple’s addition of Bing was a shot at Google’s core business, the announcement was a shot at its melodramatic PR.
The announcement that FaceTime would be an open standard was another surprise. Would Apple have done this without the pressure Google and Adobe have been applying? Maybe. But we certainly wouldn’t have seen a slide with a giant “OPEN” on it.
The introduction of Bing as a search provider for Safari on iPhone had been rumored for some time. Naturally, everyone saw this development as an attack on Google. But the presentation itself sent just as much of a message. Jobs used the word “choice” six times in less than twenty seconds during the Bing announcement. While Apple’s addition of Bing was a shot at Google’s core business, the announcement was a shot at its melodramatic PR.
The announcement that FaceTime would be an open standard was another surprise. Would Apple have done this without the pressure Google and Adobe have been applying? Maybe. But we certainly wouldn’t have seen a slide with a giant “OPEN” on it.
[1] http://www.appleoutsider.com/2010/06/15/wwdc10/