PS3 Firmware v2.36 Officially Announced, In-Game XMB, Trophies Confirmed for 2.40

He also went on to officially announce that firmware update v2.40 will include in-game XMB as well as trophies and some other new enhancements. They say to expect official details shortly.

[Firmware (v2.36) coming soon, (v2.40) to include trophies, in-game XMB]