The new push messaging architecture in iPhone 2.0 is second in importance and relevance only to the Apps Store and the third party development behind it. Apple announced push messaging initially as being support for Exchange Server 2007 via ActiveSync, Microsoft's push messaging system that the company is advancing in an effort to steamroll RIM's BlackBerry Enterprise Server. However, just prior to the release of iPhone 2.0, Apple also unveiled its own push messaging service: MobileMe.
MobileMe is a rebranding of .Mac, which originally started out under the name iTools. Apple launched the original iTools service as a free internet services package at Macworld Expo in 2000. It included an email account, online storage, and access to a variety of web apps, including HomePage, a way to design simple web pages without knowing any HTML.