Apple’s World Wide Developer Conference, WWDC 2024, has revealed exciting new updates such as Apple Intelligence, spatial apps with multitasking and enterprise capabilities, summarized event guides, Live Activities on the Apple Watch, Continuity updates, and Safari highlights.
What stands out is Apple Intelligence, which aims to bring generative intelligence across every touchpoint in the Apple ecosystem. From language enhancements and image creation using Generative AI to proofreading tools and powerful privacy features, Apple has struck a delicate balance between privacy and powerful AI capabilities.
Apple Intelligence and ChatGPT native integration enable Siri to take actions across the app and allow users to access OpenAI’s technology for free. Marketers now need to consider Apple Intelligence’s capabilities while creating campaigns, ensuring the algorithm can easily extract relevant information and present it to the customer.
The visually stunning Genmoji and Image Playground plugged into Apple’s Notes app, will instantly allow users to generate images from text descriptions. This will come in handy for marketers, empowering them to create vivid visuals for their campaigns and thus stand out in a crowded digital landscape.
Vision Pro and its operating system, visionOS 2, will enable customers to transform flat images into spatial photographs or engage with multimedia content through SharePlay. Thus, marketers now have another medium to capture consumers’ attention and deliver memorable experiences.
Apple has also overhauled the Control Centre on iPhone devices, stirring excitement in the marketer’s toolkit. This move will allow customers more control over their interface and marketers to directly influence app discoverability and usage by interpreting behavior and delivering tailored experiences based on preferences.
Apple has also transformed the Mail app by adding new categorizations for different communication with a dedicated ‘Transactions’ tab to elevate customer correspondence. This systemic organization of emails aligns perfectly with the need to ensure clarity and relevancy in transactional messaging.
The tech giant introduced ‘Live Activities’ in watchOS 11, which allows users to receive timely updates on their wrists and enables marketers to boost customer engagement by providing dynamic updates in real-time.
The newly designed event tickets will now summarize and display the most useful aspects of an event. This will particularly benefit Media and Entertainment apps that want to deliver value upfront and engage customers.
The new Vitals app, which records vital health information, can be leveraged by healthcare apps. It is also integrated with the existing Health app for daily status check-ins, training load measurements, and personalized fitness goal adjustments.
Apple also introduced the floating tab bar to the iPad, which provides a new avenue for engaging with customers. The tab bar, featuring customizable layouts, dynamically shifts from a vertical to a horizontal view.
With the Continuity feature, Apple lets customers access the contents of the iPhone screen on the Mac. Gestures are accessible through the trackpad or keyboard, with notifications on the Mac leading to the app open in Continuity mode. For marketers, this opens up a new avenue for cross-device marketing strategies and engagement.
The latest updates to Safari not only cement its position as the world’s fastest browser but also helps with superior battery efficiency—claiming four extra hours of streaming video than Chrome. The commitment to privacy is reinforced with a truly private browsing mode.
The new “Highlights” feature, powered by Webkit, smartly detects and emphasizes pertinent customer information, suggesting a shift towards more intelligent and customer-focused web navigation. Marketers need to create content aligning with these smart features for maximized visibility and engagement.
WWDC 2024 unveiled Apple’s latest steps forward, with updates with clear implications for the marketing world. From Apple Intelligence enhancements to the discoverability features of Control Centre, Mail, Watch, Safari, and Continuity, these offer new ways for marketers to engage their audiences more meaningfully.
About MoEngage
MoEngage is an insights-led customer engagement platform trusted by over 1,200 global consumer brands such as Commercial Bank of Dubai, Mashreqbank, AMC Theatres,
GMG, McAfee, Domino’s, Nestle, Deutsche Telekom, and more. MoEngage empowers marketers and product owners with insights into customer behavior and the ability to act on those insights to engage customers across the web, mobile, email, social, and messaging channels. Consumer brands in 59 countries use MoEngage to power digital experiences for over a billion monthly customers. With offices in 13 countries, MoEngage is backed by Goldman Sachs Asset Management, B Capital, Steadview Capital, Multiples Private Equity, Eight Roads, F-Prime Capital, Matrix Partners, Ventureast, and Helion Ventures.
