Wavemaker US team released the takeaways from the annual Apple Worldwide Developers Conference (WWDC), held on June 6-8th. The Don’t Miss from WWDC covers all the major announcements around AR, voice assistance, browsing, consumer tracking and more - and pulls out what is most relevant for marketers to know.

1. THE APPLE
WORLDWIDE
DEVELOPERS
CONFERENCE

2. WHAT HAPPENED?
This year’smajor software announcementsimpactall of Apple’s key devices within its ecosystem,
includingiPhone, Apple TV, iPad, and Apple Watch, thanksto updatestoall four of its platforms
(iOS, macOS, watchOS, tvOS)coming thisfall. Apple kicked the eventoff by focusing on Apple’s
mobile software platformthat powersits biggest consumer-facingdevices:iPhoneand iPad.
Available for all Apple users later this year, iOS 12 features major improvementsacross
augmentedreality, Apple’s AI/voice assistantSiri, its videomessagingtool FaceTime, andmore.
MAJOR WWDC ANNOUNCEMENTS INCLUDED:
• iOS 12
• ARKit
• Siri
• Messages& FaceTime
• Safari
• …andmore!
Read onto understandwhy these updatesmatter
andwhat they meanfor yourcurrent brandinitiatives
as well as engagingyourconsumers.
“WITH IOS 12, WE’RE ENABLING
NEW EXPERIENCES THAT WEREN’T
POSSIBLE BEFORE. WE’RE USING
ADVANCED ALGORITHMS TO MAKE
AR EVEN MORE ENGAGING AND ON-
DEVICE INTELLIGENCE TO DELIVER
FASTER WAYS TO GET THINGS DONE
USING SIRI.”
CRAIG FEDERIGHI, SENIOR VICE PRESIDENT
OF SOFTWARE ENGINEERING, APPLE
Apple’s annual Worldwide Developers Conference (WWCD) held on
June 4-8th is where Apple leadership shares Apple’s software (and
sometimes hardware) priorities for the year. Attendees include
software developers who have the opportunity to work with Apple
engineers and learn about upcoming focuses and products that will
impact brands and marketers. Past WWDC events announcements in
cluded the launch of the world’s first iApps (2003), Mac Pro (2006),
App Store for iPhone and iPod Touch (2008), iPhone 4 (2010),
Apple Maps (2012), Apple Music (2015), and more major milestones.

3. • Apple’s mobilesoftware platform iOS, which powersits biggest consumer-facingdevices:iPhone
andiPad, will be designedto bemore personal, faster, and lessaddictive thaneverbefore.
Available to all Apple usersrunningon iOS 11laterthis year , iOS12 features major
improvementsacrossaugmentedreality, Apple’s AI/voice assistantSiri, its video messagingtool
FaceTime, andmore. For example, groupednotification supportwill keep home screens cleaner,
CarPlaywillsupportthird-party apps(e.g. Waze), and the Photosappwill include search
suggestions, searchrefinementsand sharingsuggestionsfor a better, easier to navigate
experience.
• UnlikepreviousiOS updates, iOS12 is designedto speed upolder phones(i.e. devices released
as early as 2013), promisingthatapps will launchup to40% faster while the keyboard should
appear up to 50% faster.
• Apple introducedfeatures to help consumersmanagescreen time especially for kids.Screen
Time willoffer activity reportsshowing usershow muchtime they use on specific apps, how
often they picked up their iPhoneand where mostof their notificationscame from to better
understandandreflect ontheir usagebehaviors.App Limits enablesparentstocut downtheir
kids’ screen time and monitorwhich appsor app categoriescan’t be used.Do Not Disturb has
been updatedto providea more friendly, welcome way to wake upand managenotifications
while a phoneis in Do NotDisturbmode.
What Marketers Should Know
• iOS 12’s promised performance enhancements across all facets is a clear focus on
efficiency. Increased speed, self expression and personalization opportunities are designed
to reinforce Apple’s positioning as a consumer-first company with products that enhance
everyday living. While features will help users monitor their behaviors and adapt for
smarter experiences, the reality is that these updates have been made to drive smart
device usage across the Apple ecosystem in more seamless,safe, intuitive ways. It should
also be noted that Apple hasn’t made major moves in the automotive space yet, so the
CarPlay improvements may be a start at integrating into the cars of the future.
• Digital wellness is officially a thing. The health-focused announcements (Screen Time,
App Limits) comes after Google announced its own Android digital wellness offerings.
Operating systems are increasingly encouraging better digital behavior and time
management for healthier relationships with technology, something that could benefit
consumers overall. It doesn’t hurt that the child protection mechanisms Apple is
touting would encourage grateful parents to only get their kids Apple products.
iOS 12

4. • ARKit 2.0, thenext generationof Apple’s AR developmentkit, comeswith a slew of
improvements, includingface trackingand 3D object detection, aswell as the opportunity to
developdigital AR worldsto a physical real-worldobject, accessible at any givenmoment.
• The upgradedARKit will offer the ability to create shared experiences, whichmeansyoucan
create multi-playerAR gamingopportunities, aswell asthe ability to integrate AR into 3rd party
developerapps.
• Measure isApple’snew AR app for iPhoneand iPadthat enablesusers to gaugethe size of
real-world objectsby measuringthem (think width, lengthand heightvia a smartphonescreen).
While Measure isn’tthe first AR measurementappavailable oniOS, it’s Apple’sfirst official
offering.
• USDZ isanew AR file format(developed with Pixar) that creative-softwarecompanies(e.g.
Adobe) are supportingandwill work in multiple applications(e.g. Adobe’sCreative Cloud).
Thanksto USDZ, Apple’sNews appwill supportAR features.
What Marketers Should Know
• Apple has made it clear that it is looking to bring AR mainstream. The slew of new
AR experiences is designed to help developers build the bridge between conceptual
experienceand marketplace-ready experiences. The ability to play with friends is a
massive boom for driving the creation and adoption of AR experiences.
• There is potential for AR apps to create the next app ecosystem and it’s critical Apple gets
ahead of the user curve to ensure tomorrow’s top AR experiences are designed for Apple
devices. Brands are already seeing value in AR; in fact, Lego was the brand demo’d for
the AR shared experiences offering.
• We know that AR has major market potential (just look at the success Pokémon Go had ,
which Nintendo is even banking on in the coming months). The new development kit,
Measure app, USDZ, etc. are all pieces of a larger puzzle Apple is trying to put together,
one that will be driven by developers being able to successfully develop, create and
deliver.
ARKit

5. • Siri, Apple’s AI/voice assistant, isgetting a major iOS 12 upgrade, toutingnew features and is
being openedup to developerapps.
• Shortcuts enables users to create their own Siri workflowsthattapintomultipleappsto execute
multiple actionswith one commandvia bothfirst and third-party apps. Forexample, youcan
create a “goingto work” shortcutthatwould pull upyourGPS, set youriPhoneto yourfavorite
podcast, andeven pull upthe brand appfor your chosencoffee stop. There will also be
preloadedshortcuts(e.g. “Findmy keys”will openup the Tile app andstart geo-locatinga user’s
keys…if they use Tile).
• Siri will also be more useful by learning a user’s routineover time so thatshe can offer location-
basedsuggestions.
• Siri is also more Apple Watch accessible;watchOS5 movesaway fromforcing users tosay
“Hey, Siri” before speakingto now havinguserssimply raise their wrist, startto talk, and haveSiri
respondto the voice commands/asks.
What Marketers Should Know
• Siri still drags in popularity behind voice assistants like Amazon’s Alexa and Google’s
Google Assistant. The increased customization and ease of interacting with Siri is designed
to solidify consumer behavior and sway them from turning to another
non-Apple assistant within and outside the home.
Siri

6. • The Messagesappwill soonget new stickersand filters, borrowingfrom Snapchatand
Instagram’spopularfeatures(likeBitmoji). Animoji, Apple’s animated emoji avatars thatletusers
translatetheir facial movementstoselect emojis (e.g. unicorn, robot)will have tonguedetection
andnew Animoji options, includingT-Rex and ghost. Memoji (or a personalized Animoji), looks
like a cross between Bitmoji (a personalemoji that’spopularon Snapchat)andAnimoji (an Apple
avatar-likeanimationthatallows usersto create Animoji characters thatlook like them vs. a
generic unicorn or robot).
• iOS 12 offers FaceTime group video chat support via GroupFaceTime, enablinguserstohavea
FaceTime video call with upto 32 people joining. Userscan be addedmid-chator opt to join
later, as well as join in usingaudio-only. FaceTimenow also supportsMessagesfeatures,
includingsticker packs, Animoji and the newMemoji. These FaceTime updateswill work on
iPhone, iPadand Mac, while userscan answer with audio-only viaApple Watch.
What Marketers Should Know
• Snap spent $60 million+ to acquire the makers of Bitmoji, while Samsung offers its own
version of Memoji. As messaging continues to be one of the dominant forms of
communication globally, it is critical that Apple maintain and growiMessage usage.
Customized offerings like Memoji offer ways to make communications more personalized.
• Group FaceTime changes how users can communicate with those who matter most,
changing how one cascades news or important information. The ability to join and leave
active conversations as well as join via a slew of different devices, lends a feeling of
fluidity and offers consumers a strong contender for communicating with multiple
parties at once.
Communication Tools: Messages & FaceTime

7. • Apple’s Safari browserwill limit the amountof dataFacebook, Google andother companiescan
collect viathird-party websites, an effort to prevent the collection of browsingdata withouta
user's permission.
• Apple's Safari browser will soonhave”intelligenttracking prevention" designed to block
social media "like"or "share" buttonsandcommentwidgets from trackingusers' keystrokes
withoutexplicit permission. Safari now alsopresentssimplifiedsysteminformationwhenusers
browse the web, preventingthemfrom being tracked basedon their systemconfiguration. The
goal is to providead-techcompanieswho use ad trackers – utilizing technology todetermine
who a user is while browsingthe web via details from a device and browser(e.g. plugins
installed) - with only very basic information.
What Marketers Should Know
• Apple is not in the advertising and marketing business, putting measures to cull data
collection makes them look good to consumers without much impact to their business.
Among users who choose to opt out of tracking, minimal impact is expected considering
iOS and Safari’s smaller penetration compared to other browsers. Ultimately,the impact
lies in the scaleof audience behaviorsand/or the confidence in these users’ behaviors.
• Users having to opt-in to allow sites to track their Safari browsing behavior, as well as
limits on fingerprinting by third party companies, offer new protections from data being
collected and shared, a pro or a con, depending on your preference. It alsoincreases
overall consumer awareness about the practices.
• The Safari browser updates are a clear swipe at Facebook, currently the most famous
collector of data via tools like Social Plugins. As Craig Federighi,SVP of Software,
explained when unveiling these updates, “We’ve all seen these ‘Like’ buttons and ‘Share’
buttons. It turns out these can be used to track you whether you click on them or not. So
this year, we’re shutting that down.” Protecting companies from collecting user browser
data may prove frustrating to advertisers, but will help drive consumer confidence
amongst users.
Safari
“NOW, IF YOU DO WANT TO INTERACT WITH
[A PLUGIN] OR ONE OF THESE APPS TRIES
TO ACCESS THIS INFORMATION, YOU GET A
[POP-UP NOTICE] AND YOU CAN DECIDE TO
KEEP YOUR INFORMATION PRIVATE.”
- CRAIG FEDERIGHI, SENIOR VICE PRESIDENT OF
SOFTWARE ENGINEERING, APPLE

8. • The Stocks appwillbe joiningiPad for the first time, will have relevant businessnewsand
sparklinesshowingstock movementthroughoutaday while clicking a stock will open a more
in-depthanalysisof its performance.
• The News appwillallow usersto go straightto their favorite news sources, while Newson iPad
will havea sidebarfor easier navigation.
• The Voice Memosappwillbe comingto iPad for the first time, arriving with a redesign that
makeseasier to use on any Apple platform andoffers iCloudsupportso userscan access their
memosacrossany Apple device.
• The iBooks appisgettingaredesign and a new name: Apple Books.
• The Mac App Store(nottheApple App Storeto be clear) is getting a redesign focused onmore
intelligent grouping, easier developeruse and a more streamlinedconsumerexperience.
• Fun fact: AppleAppStorehit 20M registered developers, $100Binrevenue and500M visitors
per week. For thoseoverwhelmedwith all of these app introductionsandupdates,App Limits is
a new tool that lets usersset time limits for usinga specific app in a day, andsends a notification
when a user is approachingthatlimit. In a most-likely subtleswipe at Facebook, theapp usedfor
this particulardemo was Instagram.
What Marketers Should Know
• For a company that doesn't like to share data, the fact that Apple shared that Apple App
Store hit 20M registered developers, $100B in revenues and 500M visitors per week
underscores the success of the Apple app-driven ecosystem. But that’s not all, read on
for more from Apple WWDC….
So Many Apps!
“WE’RE ALSO HAPPY TO ANNOUNCE THAT THIS WEEK
WE’RE GOING TO ACHIEVE ANOTHER HUGE
MILESTONE. THE MONEY THAT DEVELOPERS HAVE
EARNED THROUGH THE APP STORE WILL TOP $100
BILLION... "THE APP STORE IS CLEARLY THE BEST
PLACE FOR YOU TO BE REWARDED FOR YOUR HARD
WORK AND CREATIVITY.”
– TIM COOK, CEO, APPLE

9. • Apple is working with more TV providersto make Apple TV a primary viewing device forlive,
on-demandandcloudDVR. TheplatformthatpowersbothApple TV and Apple TV 4K is adding
Dolby Atmos audiosupportfor smartsurroundsound-drivenexperiences.
• It’salso workingwith providersto streamlinethe sign-inprocess to access content, suchas a
“Zero Sign-on”featuredesignedto unlock supportedappsincludedwith a user’sTV service if a
user is on a specific provider’sbroadbandnetwork.
• For thoseobsessedwith Apple’sscreen-saverdrone videos, they will now include space footage
(thanksto a partnershipwith the internationalspacestation) andlocation information(so you
don’thaveto guesswhat gorgeouscity you’relookingat).
What Marketers Should Know
• While TV has never been Apple’s biggest success story,owning the living room is critical
to ensuring users remain loyal to Apple’s ecosystem of products. As homes become
increasingly intelligent, ensuring all Apple devices, especially an entertainment-driven
one like Apple TV can alleviate frictions (vs. cause them) and help users connect third-
party apps they prefer will be the key determinant in Apple’s success in this space.
Apple TV/tvOS 12
• UpdatestoApple Watch, and its operatingsystem, were focused onbothimproving health
trackingand communicationcapabilities. Thefree watchOS5 updatewill be available thisFall for
all Apple Watch Series 1 andlater models.
• Upgradesfocusedon healthand wellness via theActivity app,includingautomaticworkout
detections, the ability tochallenge friends tofitness competitions(and receive notifications
throughoutif youare winning or losing), and trackingfor additionalsportslike yogaandhiking.
• Other updatesincludetheSiri Apple Watch facesupportingShortcutsandthird-party app
content, the ability toplay backgroundaudio, increasingly interactivenotifications, andtheApple
Podcasts app.
• Walkie Talkie letsuserssend/receivepush-to-talk audiomessagesviaApple Watch overboth
WiFi and cellular.
What Marketers Should Know
• Amongst all of these updates, Apple still made it clear thathealth is the primary focus
for Apple Watch. It’s less about being the device that enables users to do it all (that’s
more of a job for iPhone) bur rather Apple’s way of assisting in monitoring one’s overall
health while providing better health-driven experiences.
Apple Watch/watchOS 5

10. FOR MORE INFORMATION CONTACT
Whitney Fishman Zember
Wavemaker US
WHITNEY.FISHMAN@WMGLOBAL.COM