iOS 11 is finally available. In addition to consumer features, Apple’s latest mobile operating system introduces several new features that should have a business and direct marketing impact.
1 / A New App Store
Without waiting for its tenth anniversary, Apple has indeed taken advantage of iOS11 to unveil a new App Store, completely redesigned, with a new “today” tab that allows for a daily highlighting of a new application, but also a ” Games”, dedicated to video games. Within the applications, Apple offers a new category grouping of applications that offer Augmented Reality. These new features will have an impact on “App Store Optimization”, this discipline aimed at maximizing downloads of an application from a store.
2 / A new start for Augmented Reality
After the false start of Google Glass and the surprising success of Pokémon GO, Augmented Reality finally seems to be able to reach the general public. The new App Store already houses more than ten Augmented Reality applications such as Night Sky, Magic Plan or even Monster Park, allowing you to enrich your field of view with stars, maps or even dinosaurs. All these applications, some paying, are based on ARkit, Apple’s development kit, and are theoretically accessible from more than 400 million compatible terminals, iPhone, iPod and iPad, compared to a hundred million for Google’s ARCode.
3 / A new Siri open to third-party applications
Siri was launched in 2011 with the iPhone 4S and now has to compete with other assistants offered by Microsoft, Google or Amazon. In addition to ending the partnership with Bing in favor of Google and better ability to learn proper names, the new Siri is now officially open to third-party developers. Specifically, any developer will be able to integrate Apple’s speech technology into their own application or give it specific commands, allowing application developers to experiment with new interactions with users, especially of the Watch, Apple TV or the future HomePod, Apple’s connected speaker.
4 / A new biometric check with Face ID
A few years after democratizing large-scale biometric fingerprint verification with Touch ID, Apple unveiled Face ID, a biometric facial recognition technology for iOS11 and limited to the future Apple X. Used both for smartphone access control and for securing payments through third-party applications, Face ID would have an error rate of 1 in 1 million, compared to 1 in 50,000 for Touch ID, which should appeal to application publishers who put security first.
5/Apple Pay Cash
After payment within an application or contactless payment at a point of sale, Apple Pay, Apple’s payment solution, should very soon be expanded to include a P2P capability, allowing money to be sent to its loved ones via iMessage, its messaging software. Competitor to PayPal or even Lydia, the new Apple Pay Cash will facilitate the refund between friends or the transfer of money between parents and children, who can use this money on iPhone, iPad, iPod or Apple Watch at their own expense… under subject to the use of Apple Pay.
6/ Business Chat, a chatbot for iMessage
A year after Facebook’s offensive into chatbots on Messenger and while Google is still trying to convince operators around the world to unite around RCS technology, Apple is in turn launching its own conversational interface: Business Cat. Still in developer preview, Business Chat allows developers who don’t necessarily want to develop an application to limit themselves to a conversational interface within iMessage, Apple’s messaging service. With the “conversation” you can order a train ticket, make an appointment with the hairdresser or even find a seller for a product. The possibilities are unlimited.
7/ Apple Maps and Indoor Location
Long reliant on Google’s mapping, Apple has decided to have its own “plans”. The Apple Maps application, now offered as standard on all its terminals, should soon integrate the indoor location of large infrastructures such as airports or shopping malls. Initially limited to the United States, this functionality will facilitate the geo-referencing of stores, regardless of the device used (watch, iPhone, etc.) or the interface chosen (text, speech, AR, etc.).
8 / A new start for the QR code
The QR code, which appeared in Japan in the late 1990s, had its first golden age downloading logos and ringtones from the pages of magazines. Forgotten for a while, this interface that allows information to be entered from the smartphone’s camera has made a comeback to identify members of a messaging service such as WeChat, Snapchat or Messenger. Pragmatically, Apple has decided to integrate QR code recognition by default using the iOS11 camera. This function opens a URL in Safari, downloads an application, connects with another iMessage user, but also starts a “Business Chat” with a brand.
9 / Better control over personal data
In addition to all these new features, which should open up new opportunities for developers, Apple has also tightened up its personal data policy. For applications, Apple is more vigilant about collecting geolocation data and will now impose a blue and fear-inducing bar when the application locates the user. But the Cuppertino company is also launching Intelligent Tracking Prevention, a technology that dramatically reduces cookie collection in Safari 11, the iPhone’s default browser. Publishers of mobile websites wishing to analyze the navigation of their users will be able to continue to use First Party cookies a priori, for a period limited to 30 days, but will undoubtedly have to prefer logged-in environments or gradually switch to the application universe. using IDFAs, Apple-designed advertising IDs.