How will iOS 11 impact your business but also create great new opportunities?

2. 1. 10 years of iPhone
2. Intelligent Platforms
3. New App Store
4. System Apps
5. Interface Experience
6. Conclusion
Table of contents
“iOS11 is a giant
step for the iPhone,
a monumental leap for
the iPad.”
Tim Cook

3. 10 years of iPhone

4. 10 years of Apple
2009 2014 20152007 2011 20132012
iOS evolution from “convenience” to “lifeline”
20162008 2010
iOS1
First touch
screen
operating
system
iOS2
Launch of
App Store
“There is an
app for that”
iOS3
Push
notifications
for all apps
iOS4
iAd launch
iPad
Launch
iOS5
Siri arrives
iOS6
Infamous
Apple Maps
launch
iOS7
Multitasking
menu
iOS8
Apple Pay
iOS9
Touch ID,
Home Kit
iOS10
Richer and
deeper
engagemen
t

5. Technology pace is still accelerating
2009 2014 20152007 2011 20132012
Artificial Intelligence has rapidly become cheaper and accessible
20162008 2010
IBM Watson Android
Launched
Facebook
photo facial
recognition
Google builds
self driving car
3D TV
Entered
Marketplace
Google Face
Unlock
Apple Siri on
iOS
Google Now WeChat bot
platform
Google
acquires
Boston
Dynamics
Tesla
AutoPilot on
Model S cars
Google
acquires
DeepMind
IBM brain-
inspired chip
Amazon Alexa
Facebook
Moments based
on facial
recognition
TensorFlow
open source
platform
Google
DeepMind wins
AlphaGo
Facebook
Messenger
bots
Google
Assistant in all
Android
devices
Google self
driving cars
total 2.7M km
Amazon first
drone delivery

6. iOS ecosystem is solid and still growing
Source: Asymco.com, Apple 2017
500m 28b $20b
2017 app
store weekly
visitors
App
downloads
in 2016, up
15% from
2015
2016 app
earnings, up
40% from
2015
$2.7b
App Store’s
subscription
billings, up
74% from
2015
App download rate

7. In a mature market we will see a majority adoption rate
Source: Apple Store official data, IDB Idownloadblog.com 2015-2017
13
September
7
October
27
November
54%
63%
70%
1
January
1 year
76%
89%
89%
74%
57%
16
iOS10
iOS9
13.5%
Android Nougat

8. Rise of intelligent
platforms
“Machine learning is a
foundational tech that will
be in everything.”
Benedict Evans,
Andreessen Horowitz
Camera as main
phone interface
More engaging ways to
promote an app
Can iOS11 change the way we live again?
“Today there are 2M apps
in the App Store [..] and
80-90% of the apps get
deleted after the first use”
Compuware report

9. CoreML ARKit The App Store
What is in iOS 11?
QR Reader Siri Updates iPad App Dock

10. Intelligent Platforms

11. Computer Vision Natural Language Processing Custom Models
Core ML makes it easier and faster to develop intelligent
apps

12. AR platform for your apps Adds value to your UX in 3 ways
New features
• Based on SLAM
• Not native to the camera
ARKit opens up possibilities to reinvent UX in all industries
Functional
Brand
Experience
Entertainment
Impact

14. The QR code in Asia is a ’lowest common
denominator’ platform to connect online to offline
UK Embassy in China promoting its Weibo
account
New features
• QR reader built into the native camera
Impact
• QR is booming in Asia thanks to WeChat and Alipay
• Use cases include:
• Payments
• Adding friends
• Using promotions and tickets
• Giving and collecting gifts
• Downloading ‘mini programs’
Native QR reader shows ambitions for Asian growth

15. Siri monthly active users (MAUs) in decline New Siri functions
New Features
• On-device learning
• More integrated with system apps
• Cross-device contextual awareness
• New visual interface with keyboard
• Language translation capabilities
• HomePod integration
• Siri Kit offers more capabilities that can be used in
third party apps: task management, payment,
ridesharing, QR codes.
A brand new look for Siri, as competition increases
Source: Verto Analytics, MAU May 2017, YoY growth 2016-2017
41.6M
100M
devices
2.6M
-15%
Apple Siri,
MAUs and YoY growth
Amazon Alexa,
MAUs and YoY growth
Google Assistant,
Reach/availability
+325%

16. Key Takeaways
New opportunities to transform your native apps
Automation
Smarter
actions and
suggestions
Zero UI
Context
awareness
Online to
offline
Richer
immersive
engagement
iOS AI platform-as-a-service

17. Demo
ARKit

18. New App Store

19. Apps and Games separation Today’s Apps
New features
• Focus on Games alone
• All the rest is “Apps”
Impact
• Improve app discoverability
• Encourage to download more Games
New clean card layout
New features
• Daily App and Game on the front page
Impact
• More difficult to be featured ..
• .. But it will enhance more visibility than before

20. New features
• Shorter character limits
• New metadata fields
Impact
• More App Store ranking factors
• Need to adapt ASO strategy
App page redesign - New text fields and character limits
Shorter Title
App Subtitle
Promo Text

21. New features
• 3 app previews instead of 1
• Videos will automatically play, muted
• Bigger logo and screenshots
Impact:
• More visual elements to attract new users
• Time to invest in premium visuals to increase app
conversion
App page redesign - Visual changes
Larger Icon
Visible Star Rating
Auto play video

22. New features
• In-app purchases and subscriptions now displayed on
product page
• Users will be able to make a direct purchase on the
app product page
Impact
• Easier for users to pay for an in-app purchase without
installing or opening the app
App page redesign - In-app purchases and subscriptions
In-app purchases
Subscription

23. New features
• Reviews are integrated in main product page
• Simplified view with average star rating and total
number of ratings
• Developers can set all their ratings to zero when they
submit a new version of their app
Impact
• High impact on app conversion
• Mastering reviews will also impact store authority and
thus visibility
App page redesign - User feedback

24. • Less transactional and more meaningful
• All changes make App Store Optimisation
even more important
• It transforms the way users browse and find
apps
• The app store search will remain the main
source of app discovery
• More difficult to get featured but the effects
will be greater
Key Takeaways
It is crucial to adapt your ASO strategy

25. System Apps

26. New features
• Interior navigation at large public venues (starting with
shopping centres & airports)
• Useful new features for drivers (lane guidance, speed
limits)
• Much enhanced Flyover mode: fully navigable 3D 360
degree view powered by ARKit
• “Light Guidance”: a less intrusive form of turn by turn
directions
• “Do Not Disturb”: detects when a user is driving and blocks
all notifications
Impact
• Growing domination of Apple Maps as the core mapping &
navigation tool on iOS devices
• Another factor driving universal familiarity with AR
Apple Maps battling with Google

27. New features
• Much more intuitive access to the iMessage App Store
with a simple icon-based drawer
• Send and receive money by Apple Pay from within
iMessage
• New screen effects
• Easier to silence threads
Impact
• Likely to drive activity in the App Store and so boost
the ecosystem
• Payments taking on Venmo and Square
iMessage expanding beyond messaging

28. Features
• Chat icons appear by business names in Spotlight
searches, Apple Maps, etc.
• User initiates chat and service representatives respond in a
chat window (no bots - yet!)
• Handle transactions over Apple Pay, schedule using Apple
Calendar and send notifications
• Customers retain complete control
• Businesses can build custom extensions (e.g. a seat
picker)
Impact
• Well integrated business messenger platform challenging
Facebook and e.g. WeChat
• Businesses should pay attention to its potential in the
overall customer relationship
Introducing Business Chat

29. New features
• ‘Today View’ - daily selection of the best videos
• ‘Spotlight’ - stories curated by Apple editors based on daily
topics
• ‘For You’ - highly personalised content based on your cross
device activity (Safari, Maps, etc.)
Impact
• Greater personalisation and curation will keep driving
growth of Apple News, already a major traffic driver for
publishers, with 274 million pageviews a month
• Apple News should be a priority when looking at content
optimisation, along with Google’s AMP and Facebook’s
Instant Articles
Apple News gets compelling for publishers

30. • More and more of your user experience
happens in Apple’s system apps
• Take control of what happens there and the
opportunities it brings
• Maps and iMessage especially are almost
becoming operating systems
• Grow engagement and reach by carefully
integrating your customer experience
Key takeaways
Think about how to take advantage of contextual behaviour within core apps

31. Interface Experience

32. New Features
• Persistent blue bar notification will be on anytime a
background app uses your location
• Users will have more visibility and control over what
apps are doing when not open
Impact
• Apple cracking down on background apps
• Apps need to deliver enough value to justify bar
irritation and battery life
• Consider options other than always-on location, such
as WiFi
Limits to background app usage

33. New Features
• You can mask sensitive notifications
• Previously this was only available on iMessage
Impact
• GDPR rolling out in May 2018 will have a major
impact on the digital economy
Notification Privacy

34. • New dock, directly ported from macOS. Place up to
15 apps within reach at all times
• New Files app keeps everything in one place,
whether files are stored locally, in iCloud Drive or
across other third party providers like Dropbox
• Drag and Drop available across the system, a
minor, but crucial addition
• Apple Pencil is more deeply integrated into iPad
• Enterprise iPad applications, such as mobile sales
tools that leverage the portability of the device, can
be even more feature rich.
iPad is now a genuine work station
Enterprise apps need to consider new iPad UX, as it can now replace work laptops

35. • Apple is building sense of privacy and
control over personal data in iOS
experience
• iOS ultimate product may become privacy
• Upcoming GDPR regulation may give Apple a
key competitive advantage
Key Takeaways
Transparency and user control over personal data
are Apple key differentiation points against its rivals Google and Facebook

36. Keynote
Announcements

37. iPhone Announcements
Apple TV 4K Apple Watch Series 3 iPhone 8, 8 Plus and X AirPods

38. Android Oreo landed on Aug 28th Lilium raises $90M for all-electric flying taxi
Latest tech news

39. Conclusions

40. It is easier to develop
intelligent features
for your native apps
The camera is the new
phone interface
More control on how you
promote your apps
Key takeaways

41. How can you serve
customers in the most
personalised and
quickest way?
What are the key use
cases in your market that
can be transformed
through the camera?
Is your ASO strategy
ready to respond of the
new App Store changes?
Key takeaways

42. Questions

43. Stick around, we have a great lab ..