Developers from Sega, Digital Legends, eBay, Loopt and others were on hand to show off what content they had created, from enterprise apps to entertainment, using the iPhone SDK – which Jobs said had been downloaded over a quarter of a million times since its release earlier this year.
Apple added that over 25,000 developer program applications had been received and so far, 4,000 had been accepted.
The new iPhone version of Sega's Super Monkey Ball was amongst the first iPhone apps to be demonstrated.
The game will be made available from the iPhone App Store for $9.99, with more to come from the Japanese publisher, according to the company's associate producer Ethan Einhorn
Spanish game developer Digital Legends took time to show off 3D action adventure Krull, which is due for a September release.
Finally, developer Pangea displayed Enigmo and Cro-Mag Rally, a racing game that used iPhone's accelerometer like a steering wheel.
Apple confirmed that content providers wishing to sell their software via the App Store (protected by FairPlay DRM) will have to choose between two price points: free and $9.99.
The news puts the kibosh on reports from last week that iPhone games would cost $25. Content providers get to keep 70 per cent of the revenue from every app sold.