Probably the most noteworthy part was the new mobile-ad platform, called (yes) iAd. Steve Jobs said:

You know the ads on the web - they're eye catching and interactive, but they don't deliver emotion. What we want to do with iAds is deliver interaction and emotion. So that's what iAd is all about. It's about emotion plus interactivity.

They've moved past aesthetics and innovation and reliability and now traffic in emotions? We will give you our money, Apple, but leave us our feelings.