Steve Jobs showed the iPhone giving news updates, checking baseball scores and reading medical information. He introduced a new online service,, with e-mail, photo storage, calendars and more.

There’s one thing that didn’t appear in the nearly two hours of Mr. Jobs’s keynote: an advertisement.

Just as Apple is betting that people will pay to download movies and TV shows, rather than watch them free with ads, it appears to be betting that it can get customers to pay for services they get free on the Internet.

Mr. Jobs didn’t discuss the terms for the news application from The Associated Press and the baseball score application from He said they would be available from the iPhone App Store. (Apple has been said to be encouraging developers to charge a fee for their applications, but they are allowed to make free apps.) I wonder how much people will be willing to pay to get content in iPhone applications, when so much information is available free on the Web. After all, the iPhone’s Safari browser works well on most sites.

And the new MobileMe service, which replaces Apple’s .Mac offering, keeps its predecessor’s $99-a-year price tag. It does include a whopping 20 gigabytes of storage for that. Still, Google is giving away a fine version of many of the same applications free. There is Gmail, Google Calendar, Picasa and so on. Gmail gives about 6 gigabytes of free storage, and Google charges only $20 a year for another 10 gigabytes.

As I wrote last month, there are some people, numbered in the millions, who pay $99 for these services. John Markoff is very impressed with the interface and the offering. But how much of a bigger market is Apple leaving to Google and others by insisting that customers pay for all the content and services they use, rather than subsidizing them with ads?