2010 saw the introduction of the iPad early in the year and a update later in the year saw the introduction Apple's iBook store. The iBooks app itself was initially an optional download.
The iPad release was a problem for apps as initially iPod/iPhone apps didn't look very good upscaled to iPad resolution. Slowly iPad versions of apps came out which took advantage of the extra resolution, but it meant customers having to fork out again for apps they may already have owned on iPod/iPhone. While many of the iPad specific or iPad versions of apps offered more features and made intelligent use of the extra screen space, it was a bit of pain. The Christmas 2010 app freebies loaded either an iPad or an iPod/iPhone version of the app depending which device it was loading from.
Thankfully nowadays the majority of apps are 'Universal' apps which detect what they're running on an act accordingly, no need for separate apps - in most cases. It was bound to happen as later iPod/iPhone versions saw increased resolutions. But apps do still exist which are only optimised for particular classes of devices.
The book (The Life of Pi) freebie was also a free download on the Kindle store so there must have been a big promotion from the publisher. Apple's iBook store was pretty sparse outside the US at first, presumably because they hadn't secured international rights with the publishers. But this improved in later years.
Higher definition versions (but still only 720p) of video content was also available this year, to cater for the increased resolution on the iPhone 4, and iPod Touch (4th Gen) and slowly increasing sales of AppleTV - mainly due to a significant price drop, of what was basically a Jobsian pet project.
2010
Day 1: Cheryl Cole – Promise This (Song & Video Bundle)
Day 2: Father Ted – Christmas Special (TV Episode)
Day 3: Duran Duran – From Mediterranea With Love EP (Song Bundle)
Day 4: Fishing Kings (iPhone/iPad Game)
Day 5: Life of Pi – Yann Martell (iBook)
Day 6: Michael Bublé – A Holiday Gift For You EP (Song Bundle)
Day 7: Charlie Chaplin in Modern Times (Movie)
Day 8: Broken Sword – Shadow Of The Templars (iPhone/iPad Game)
Day 9: Kings Of Leon – Radioactive/Arizona (Song & Video Bundle)
Day 10: Doctor Who – The End Of Time Pt.1 (TV Episode)
Day 11: Mirror’s Edge (iPhone/iPad Game)
Day 12: David Guetta (Music Video Bundle)