Apple Inc on Tuesday unveiled an iPhone software upgrade with new features including copy-and-paste and automatic notifications, as the company positions itself for further growth in the hotly contested cellphone market.

Apple also said its 3.0 operating system for iPhone would support automatic alerts of items such as a sports result or the arrival of an instant message.

The company, which sells iPhones in 80 countries, said consumers had already downloaded 800 million iPhone applications from its store.

Its shares were up $1.93 at $97.35 on Nasdaq.

(Reporting by Gabriel Madway; Writing by Sinead Carew; Editing by Phil Berlowitz)