Apple has rolled out a beta of its iPhone 3.0 operating system to enable a range of new features including the ability to add transactions to apps.
Developers will now be able to offer subscriptions and the ability to sell extra content from within an app.
Apple is looking to boost its functionality as the number of apps continues to grow from its current base of 25,000.
The third software upgrade features around 100 new benefits for app developers, such as more integration of apps with accessories such as Bluetooth, Google Mobile Maps and extra push message notifications.
Other benefits include MMS messaging, improved syncing and a new Voice Memo app.
Philip Schiller, Apple’s SVP of worldwide product marketing, said the changes would keep the iPhone years ahead of its rivals.
“The new iPhone OS 3.0 is a major software release packed with incredible new features and innovations for iPhone customers and developers alike,” he added.