Well, get ready for more Apple software news-this time from its annual developers conference. But that also means that every software change the company makes can have a big impact for both app developers and consumers. Apple often gets credit for creating the mobile app economy as we know it with its App Store, which has swelled into a multibillion-dollar business for the iPhone maker. Apple experiences continue to delight consumers, even if they can’t tell us why.Apple has been in sharp focus lately, as some of the inner workings of the infamously secretive and hugely powerful company were revealed in the Epic Games v. Consumer responses along the lines of “I just love it” or “I just picked up my phone, and it worked” don’t do justice to the work it takes to simplify experiences year in and year out. The announcements today may feel incremental to nondevelopers, who were likely cheering loudly in their homes and chat rooms around the world. Its App Store now boasts 10,000 apps from 7,000 developers (see report). The evidence is in previous development tool releases such as ARKit. The tools for developers up-level all experiences while simplifying development and speed to market.Updates to the operating systems give enterprises the tools they need to meet and exceed consumer expectations, whether it is creating shortcuts for consumers by anticipating their needs or offering seamless experiences across devices and interaction modes (e.g., chat, voice, icons, etc.). Forrester has been writing about the use of context to enable convenience for consumers (see report).They translate the intuitiveness, enjoyment, and efficiency of experiences into phrases like “it simply works” or “it is so easy to use.” What this means for consumers is difficult for them to articulate. Among other attributes, consumers seek convenience in the use of devices and services.Who benefits from the design brilliance that Apple is injecting into its operating systems for its smartphones, watches, tablets, and other devices? Moreover, Apple expanded the usability or use cases of its “Sign in with Apple,” giving consumers more nuanced control of how their location is tracked and offering transparency around what data third-party developers are leveraging. Apple will use a combination of tactics, including holding the most personal of information securely on the phone or hardware itself. Apple emphasized consumer privacy throughout the keynote at Worldwide Developers Conference (WWDC) 2020. Our research on context in mobile has often argued for a “big mother” rather than a “big brother” approach to the use of consumer data. One of the enemies of context has been consumer privacy.
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