Last Wednesday’s iPad announcement caused quite a stir among the mobile electronics community. Since then the web has been buzzing with commentary from optimistic proponents and, even more so, frustrated critics. I for one can say I was totally roped into the hype while the Keynote was unfolding. Oohs and ahs were swirling through my head, I admit it. But, when all was said and done, I sat back with a singular thought… “Wait a minute. This thing sucks!” Now, of course, that’s my feeling on an initial personal level. In its first-generation form, the iPad isn’t going to do everything I want it to. However… as an app device, and particularly gaming, the iPad has potential.

We are an app review site and we do care about how the iPad will play a role in this community. We do care how it will render current iPhone apps and how developers will react to the opportunity to develop for iPhone OS 3.2. We’ve invited our good friend mills™, of design studio/ app development house ustwo™, to discuss his point of view as an established iPhone developer.

• mills™, first of all, ustwo™ has a “long” history of developing apps for the iPhone. How has your view of the App Store development process changed from releasing MouthOff™ back in March to your latest title …™ last week?

It’s been an interesting and expensive experience. In 2009 we released a total of 16 applications for our clients, global brands and most importantly ourselves. We witnessed varying levels of success and numerous surprises along the way.

One thing is for sure we have learned that app development requires three main ingredients for success.

1) A useful, original or innovative application – needs to be about quality
2) Ongoing marketing for the apps, never say die
3) A healthy dollop of luck

The key thing to be aware of is that the App Store has grown massively since it was first introduced. It’s alleged that each day Apple receives 1000 new applications. Therefore making sure an app standouts is the first stage to competing with the other apps in this ’sea of crApp™’

• As a development house, do you see the gaps between iPad and iPhone SDK functionality (floating menus, higher screen res) as an opportunity or just another headache adding to the confusion of the iPhone development world?

We are used to working and dealing with device fragmentation, so although this new size will add to a previously seamless development experience; the type of applications that will do well will be those that focus on the fact that the iPad is it’s own/ new device.

It definitely won’t be about porting everything you’ve developed for the iPhone – although as we all know, this will no doubt happen as new developers get back into gold rush mentality.

At ustwo™ we’ll be looking closely at the device, looking at the enlarged screen, the environment the user will be engaged with – and therefore create something unique and interesting that makes the most out of the capabilities of the iPad.

Although this device is portable, I personally believe we are looking at the future of living room/bedroom immersive experiences. We’ll also see a new breed/ demographic embrace the previously foreign world of apps – an older audience with a higher disposable income to target.

• Do you see the iPad changing the way developers make money though the App Store?

The iPad suits best two main areas – gaming and publishing. The term, ‘content is king’ is 100% relevant to the development of iPad applications and their future focus. The key for developers is to look at the larger screen as a true laid back media consumption device, offering a fully immersive, improved reading experience for users. All done while relaxing with a glass of wine. As developers we have to ask ourselves what do those people want?

• Realistically, do you think the iPad makes sense as a gaming device?

Yes, I think gaming makes a lot of sense on the iPad and will be an ongoing growth area in terms of applications.

Equally as important is the publishing market. Publishing houses can finally look at releasing their back catalogs and more importantly inspiring younger up and coming writers/ illustrators will be able to sell direct to the consumers without the need to sign away their royalties (baring Apple’s cut) and so on – so massive growth opportunities exist.

As for games, the large screen is shouting out for maximized immersion, I’ve seen many game houses port games to the iPhone that don’t really suit the small screen. This has all now changed.

• Have you started developing for the new SDK?

We have three serious propositions that we are now actively working on. We are concentrating our efforts firstly on the publishing side. Our aim is for ustwo™ is to have an immediate presence on the store from day 1 and then follow that up with our bigger more immersive content shortly after. With the iPad, we are moving away from being mere app creators to publishers. Our first creation falls under the name ‘invisible tactility’.

• Overall thoughts about the iPad or Apple’s content decisions?

I’m genuinely excited by what I have seen so far. It’s not perfect, but it is exactly what the industry needed. It’s a much bigger platform to show off on and a chance to deliver engaging content to a wider audience. The weaker developers will not be able to hide this time round – as the big screen doesn’t lie.

ustwo™ is a multi platform development studio based in London, UK and Malmo, Sweden – 50 strong and growing rapidly in notoriety. During 2009, the studio developed and released 16 apps including the infamous MouthOff™, .™ (48hour series), Steppin™, and Reebok’s iSprint. ustwo’s apps have sold globally and have become brands in their own right.

mills is well known within the industry with his refreshingly honest and open approach being well received by developers, gamers and fans alike.