Flipboard expands from the iPad to the iPhone

Flipboard, the free social magazine first launched for Apple's (NASDAQ:AAPL) iPad tablet in mid-2010, is finally coming to the iPhone in a redesigned format optimized for more efficient smartphone access.

Flipboard for iPhone allows users to connect to social networks like Facebook and Instagram

Flipboard (named a FierceWireless Fierce 15 award winner earlier this year) brings together stories, photos, news and updates from across multiple social networks, drawing inspiration from the look and feel of traditional print publications. While Flipboard readers on the iPad flip through magazine-like pages of content, the iPhone experience employs a vertical, thumb-swipe approach enabling users to access content while holding the device in one hand.

The new Flipboard for iPhone also introduces Cover Stories, a section that learns from each reader's content interactions to make it easier to directly access the most relevant news, updates and photos being shared at a given moment. Flipboard for iPhone additionally touts a revamped user interface enabling smartphone owners to access content saved to their iPad, a Content Guide promoting recommended reading, and a search bar that delivers results from Tumblr, Facebook, Twitter, Flickr, RSS and Instagram.

Flipboard was co-founded by former TellMe CEO Mike McCue and onetime Apple senior iPhone engineer Evan Doll. Earlier this year, the startup teamed with Oprah Winfrey's OWN cable network and Oprah.com to introduce an official branded section that spotlights content curated by the Queen of All Media herself.

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