Apple previews new software as it diversifies beyond i Phones

✍ sudarshan sharma    1 year ago

SAN JOSE CALIFORNIA:  Apple, beset by falling iPhone sales, announced upcoming changes to its phone and computer software intended to highlight its increasing emphasis on digital services and to further position it as a fierce guardian of personal privacy.

 


The revisions previewed Monday during a conference in San Jose, California, included a new feature that will let people log into apps and other services with an Apple ID instead of relying on similar sign-in options from Facebook and Google — two companies that mine data to sell advertising. Apple said it won’t collect tracking information about users from that service.

The revisions are part of Apple’s ongoing attempts to differentiate itself from other technology giants, many of whom offer free services in exchange for personal data such as whereabouts and personal interests, which in turn fuels the advertising that generates most of their revenue. Apple, by contrast, makes virtually all its money selling devices and services, making it easier for CEO Tim Cook to embrace “privacy is a fundamental human right” as one of the company’s battle cries in an age of increasingly intrusive technology.

This year, however, Apple is grappling with its biggest challenge since its visionary co-founder, Steve Jobs, died nearly eight years ago.

Although still popular, the iPhone is no longer reliably driving Apple’s profits the way it has for the past decade. Sales have fallen sharply for the past two quarters and could suffer another blow if China’s government targets the iPhone in retaliation for the trade war being waged by Another potential problem looms for Apple. Regulatory complaints and a consumer lawsuit both question whether Apple has been abusing the power of its iPhone app store to thwart competition and gouge smaller technology companies that rely on it to attract users and sell their services.

But the iPhone remains Apple’s marquee attraction. The next version of its iPhone operating software, I OS 13, manages to offer both privacy features and an aesthetic “dark mode” for the screen — a feature already available on Macs.

Apple executives also claimed that i OS 13 will open apps faster and features a new version of the Face ID system will unlock your phone 30 per cent faster. The software also will introduce more artificial intelligence to enable Apple’s digital assistant, Sir, to speak more like a human and, if so assigned, automatically tackle even more tasks, such as reading incoming messages out loud as Apple tries to catch up to the digital assistants made by Google and Amazon. Apple’s improvements in artificial intelligence also hatched a new photo-management tool that picks out the best photos taken on a certain day or in an entire month or year.