One of the bigger announcements at the Steve Job's keynote presentation today was the new App Store—a native application on the iPhone that will allow users to purchase, download and install third-party software for their phones. It's the only place iPhone owners can get the software, and most of the keynote today was dedicated to highlighting programs already created using the software developers kit.

Fitting for a programmers conference, this Apple keynote focused on software—and the announcement of a new iPhone felt almost like an afterthought. Nearly an hour of the keynote was dedicated to a parade of developers who had built iPhone programs using the software developers kit (SDK). But is it really as easy to write iPhone apps as Apple says it is?

Well, the official announcement is in—and it's exactly what we were all expecting. The new iPhone, equipped with 3G, GPS, and a much slimmer price, will be available for purchase in 22 countries (including the US) starting July 11.