Despite the bitter rivalry between Apple, with OS X and Mac computers on one side, and Microsoft and OEMs with Windows and PCs, on the other, the Cupertino-based hardware company is little shy about parading the latest version of its iPhone running a Microsoft service in all its glory. The fact of the matter is just as Macs originally run Microsoft's Basic, and just as they are now capable of accommodating Windows Vista and Windows XP, so is iPhone 3G playing nice with Virtual Earth. On the official webpage for the recently introduced App Store, Apple features an iPhone 3G running the Loopt application, which in its turn is a mash-up with Microsoft Virtual Earth at its basis.

"Loopt finds friends with Maps. There's nothing like social networking on iPhone. Applications such as Loopt use location feeds to help you find friends on the go," reads a message from Apple. The Cupertino hardware company fails to mention Microsoft Virtual Earth, but the picture of the iPhone 3G offers ample proof of what is behind Loopt. But in the end, it is not the first time that Apple hardware ran Microsoft software, more so, it is becoming quite a tradition.

Apple claimed last week that in excess of 10 million items were downloaded from the iPhone App Store just in the first weekend since it went live. Steve Jobs, Apple's Chief Executive Officer was little shy of indicating that the App Store was nothing short of a grand slam. Of course, not at the same level as the new iPhone 3G. On July 14, the Cupertino company praised selling over 1 million devices, also at the end of the first weekend since iPhone 3G were introduced. And although it will not admit it, Microsoft has fallen behind Apple when it comes down to bringing Windows Mobile 7 to the market.