IDF 2010 - Adobe and Intel are attempting to challenge the Flash-less Apple by launching an initiative to promote Air apps and games in the latter company's AppUp store.
According to Intel spokesperson Christos Georgiopoulos, AppUp fully supports Adobe's app distribution platform (beta) - which is currently known as "Melrose."
"Many developers crave a middle ground between the openness of web-centric computing and the tight integration found on restricted or closed devices without permissions to develop or precious time lost testing on hundreds of slightly differing devices.
"[And so] that's why we built AppUp. The strategic relationship between Intel and Adobe aims to delight developers by aligning one of the world's largest non-fragmented developer platforms with one of the world's largest consistent hardware platforms to bring consumers great experiences via 'client centric' software."
"[Clearly], AIR is a key component of the Adobe Flash Platform - which reaches more than 98 percent of Internet-enabled desktops and a growing number of devices."