At the iPhone software roadmap event at Apple's "Town Hall" in Cupertino, the company finally announced the iPhone software developers kit, as well as some new enterprise-friendly features for the phone.
But what was also announced - as Apple boss Steve Jobs' now-traditional "one more thing" at the end of the presentation - will make many prick their ears up.
Apple are teaming up with investment company Kleiner Perkins Caufield & Byers, or KPCB, to offer a total of $100 million dollars in a prize fund for "promising" iPhone developers, predictably named the "iFund".
Jobs stated: "If you want to build the future, the iFund wants to help you fund it ... This is going to help young developers with funding, it will help the whole iPhone ecosystem".
Exactly what this will entail and details for those interested in the programme will be presumably be officially announced soon.