Dive Brief:
- Apple unveiled the latest versions of the iPhone, Apple TV and Apple Watch at its annual developer event on Wednesday.
- A takeaway from the event was the importance of apps for both Apple TV and Apple Watch, according to the company.
- One thing that didn’t make it to the stage was a discussion of iOS 9’s ad blocking capability for the mobile Safari browser.
Dive Insight:
Apple held its annual developer event in San Francisco to make public the new features and additions for its iPhone, Apple TV and Apple Watch product, but one feature that serves as the base for all the new products – the iOS 9 operating system, and its new ad blocking functionality for the mobile Safari browser – didn’t make it to the presentation.
In terms of hardware, there was nothing earth-shattering in the incremental changes found in the iPhone 6S, but there were some improvements, such as 4K video resolution and 3D touch capabilities, that should interest marketers looking to take advantage of the new features. One thing touted at the event that marketers should take heed is Apple sees apps as key to Apple TV and Apple Watch. At the event Apple CEO Tim Cook said, "We believe the future of television is apps. Our vision for TV is simple and perhaps a little provocative." Apple TV is getting an app store, and more Apple Watch features, such as the accelerometer and heart rate monitor, will be available to app developers.
Will ad blocking on the mobile Safari browser become as big an issue as some industry insiders believe? Only time will tell.
