iOS (previously iPhone OS) is a mobile operating system developed and distributed by Apple Inc. Originally released in 2007 for the iPhone and iPod Touch, it has been extended to support other Apple devices such as the iPad and Apple TV. Unlike Microsoft's Windows Phone (Windows CE) and Google's Android, Apple does not license iOS for installation on non-Apple hardware. As of September 12, 2012 (2012 -09-12), Apple's App Store contained more than 700,000 iOS applications, which have collectively been downloaded more than 30 billion times. It had a 23% share of the smartphone operating system units sold in the first quarter of 2012, behind only Google's Android. In June 2012, it accounted for 65% of mobile web data consumption (including use on both the iPod Touch and the iPad). At the half of 2012, there were 410 million devices activated. According to the special media event held by Apple on September 12, 2012, 400 million devices have been sold through June 2012.