Siri will also offer suggestions on your phone or Apple Watch for activities or actions based on your regular use, like a fitness app for when you hit the gym at a certain time of day. On Monday, Apple unveiled Siri Shortcuts, a feature that lets you create command prompts for specific apps. The latter two have helped their creators to dominate the market for smart speakers in the home. 's Alexa and Google Assistant in usefulness. While Apple's voice assistant burst out the gate ahead of rivals, it has lagged behind the likes of "Best to take a series of smaller steps for developers and ultimately users will wrap their brains around instead of one huge step," said IDC analyst Ramon Llamas. But it's more palatable to Apple's huge base of users. Animoji and Memoji will also be able to feed into the video-chatting app too. Then there's FaceTime, which gains the ability to handle group calls with 32 parties. It's similar to Samsung's AR Emoji, which debuted with the Galaxy S9. A 2016 report by social agency Influence Central said the average age for children to get a phone was 10, and Apple's devices remain among the most desired by children and teens.Īpple's Animoji, one of the highlight additions to the Messages app that came alongside the iPhone X, got new icons, as well as the new Memoji, which let you create a cartoon version of you. Monday's announcements represent a response to the backlash from investors and device users over concerns about phone addiction among children. You'll be able to limit your own usage, too, getting warning messages that pop up telling you when you've nearly used your allotted time for certain apps. Parents, meanwhile, will be able to get reports on their kids' usage and to set different allowances. Apple has addressed this with the introduction of new features on iOS 12, including an enhanced version of Do Not Disturb, as well as a Screentime app that gives you weekly reports of your usage. That Swiss Army knife capability has meant we spent a lot of time on our phones - perhaps too much. The announcements represented wholly new areas for the company, although the consumer response has been cool. "As consumers hold onto their phones longer, this is an incredibly important move for Apple's long-term success, but it also meant that Apple did not have a lot of splashy new features to show off, and no hardware announcements at all," said Avi Greengart, an analyst at Global Data.Ĭompare Monday's news to last year's WWDC, when Apple unveiled ARKit, a brand new platform, as well as teased the HomePod smart speaker. Ensuring that Apple continues to deliver a smooth experience - which hasn't always been the case with the sometimes buggy iOS 11 - is critical to ensuring its users stay loyal to its universe. , which are the Swiss Army knives of our lives. We've entered an era of mobile maturity in which it's tougher to introduce jaw-dropping changes to The focus on subtle but effective improvements is a smart bet. 's ability to control every aspect of its products - something that began when Steve Jobs and Steve Wozniak founded the company 42 years ago - has been key to making Apple the most powerful company in tech. Indeed, it's the seamless integration of hardware and software that sets Apple apart from rivals. Isn't known for hardware unveilings, its focus on software serves as a tease for what futureĪnd Macs will look like.
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