Microsoft is reportedly throwing a small fortune at app developers to encourage them to build apps for its Windows Phone operating system.

The information comes from Bloomberg Businessweek as an interesting tidbit in a story about how Apple's new iOS 7 platform mimicking the design of Windows Phone.

The reporter Ashlee Vance says she's been told that Microsoft is handing over in excess of $100,000 (UK£63,600, AUD$104,000) to some developers to help furnish the Windows Store with top titles.

She wrote: "My friends in Silicon Valley say Microsoft has been offering $100,000 or more to companies that will build Windows Phone apps."

Missing pieces

However, before you all fire up on that 'How to develop apps for Windows Phone' Google search, this bounty would only be offered to developers with a proven track record of developing great apps.

Microsoft's efforts do seem to be paying off though. The company has landed some of the missing pieces of the app store jigsaw in recent weeks and months and now boasts 145,000 apps.

However the addition of apps like Instagram and Pinterest would go a long way towards putting Microsoft on an even playing field with Apple and Google.

Just last week it was rumoured that Instagram would be arriving on the platform on June 26, but as a Nokia exclusive.

Apple iOS 7 users will finally have the luxury of zooming in on video subjects while recording, it has emerged.

Following whispers and speculation over the last couple of days, videos have appeared from developers testing the new feature within the first beta release of the new, rethought mobile operating system.

Apple Insider is among those posting videos, claiming the feature is fluid and works in the same way as with stills photos.

"Simply place two fingers on the screen, and expand them to zoom in, or pinch them closer together to zoom back out," the site wrote.

Tap-to-focus coming too

The confirmation follows reports earlier this week that the feature would be included. The iDownload blog also posted that a slide appears to assist zooms once you've started to zone in on the target.

That site bemoaned the lack of a persistent slider, but as this is only the first beta of iOS 7 there's a chance one will be added before the consumer version debuts this autumn.

Alongside mid-video zooms users will also be able to tap to focus on subjects during the recording, the site wrote.