LONDON, February 10 /PRNewswire/ -- Having launched the PC version of their ground-breaking cross-platform mobile apps SDK in October 2009, Ideaworks Labs today announces availability of Airplay Mac SDK, opening up the unique power of Airplay to the huge community of apps developers working in a Mac and Xcode environment.

Many iPhone developers are looking beyond the bounds of the App Store and have picked up on Airplay SDK as a powerful vehicle to expand into other platforms. said Tim Closs, CTO of Ideaworks Labs. We are responding to requests from that growing community to bring Airplay to their development environment of choice; Mac and Xcode.

Airplay SDK allows developers to compile a single codebase to native ARM CPU instructions, then deploy with a single click to all iPhone, Android, Symbian, Windows Mobile, BREW and Maemo devices. Other platforms, such as Apple's newly announced iPad will be supported soon.

The traditional costs of porting between operating systems and devices are entirely removed, meaning that developers can afford to target multiple app stores and thus hugely increase their addressable market from around 50m Apple devices to over 500m smart-phone and feature-phone devices globally.

Mac/iPhone developers with annual revenues of less than $100,000 can use Airplay SDK 4.1 for iPhone development absolutely free, or deploy across all supported platforms at a cost of $99 per seat per year.

Developers can register and download a full free evaluation of Airplay SDK 4.1 on Mac (Beta) by visiting

Sam Clegg, Airplay Systems Manager, will be presenting 'Airplay SDK - Taking your iPhone app to half a billion' on 13th February 2010 4:00 PM - 4:30 PM on the Main Stage at MacWorld

Ideaworks and partners Ambient Industries (flook) will be exhibiting at #1366-41 in the Mobile Application Showcase at MacWorld.

About Ideaworks Labs

Ideaworks Labs is a privately held technology company headquartered in London. Founded in 1998 with a strong Oxford and Cambridge computer science and electronic engineering pedigree, the company has an unparalleled track record of creative innovation and technical leadership in the field of cross-platform mobile applications. The Airplay native cross platform development system is the result of over 9 years of research and development into high-performance native multimedia applications on mobile devices and has powered games and applications across nGage, Symbian, BREW and iPhone including three No 1 games on the iPhone Apps Store.

More information can be found at:

Contacts: Ideaworks Labs Ltd. +44(0)8456-434969

SOURCE: Ideaworks Labs

CONTACT: Contacts: Ideaworks Labs Ltd., +44(0)8456-434969,,