Apple held its annual Worldwide Developers Conference on Monday, June 5. The company presented iOS 17, watchOS 10 and talked about the key updates of other devices. The star of the WWDC 2023 event was the Apple Vision Pro virtual and augmented reality headset.
Here we share a set of interesting features of the major new products. We also explain how Apple technology will affect the programmatic market in the future.
There are interesting updates in iOS 17.
If iOS 16 had an important feature – the ability to display widgets of other apps. The new version iOS 17 also includes support for interactive widgets.
By the way, Live Voicemail transforms voice messages from an answering machine into text. And iMessage helps to decode voice messages.
iOS 17 also introduces a new horizontal standby mode. It allows the smartphone to be used as a bedside clock. When the device is placed on a magnetic stand, it shows the time, calendar entries, progress, and other information.
A 15.3-inch MacBook Air laptop opened the WWDC 2023 presentation.
It is only 11.5 mm thick and weighs – 1.5 kg. Such a small size makes MacBook Air the thinnest device in the entire Apple line.
The working time of the MacBook Air – 18 hours. Also, the developers built into it a camera with 1080p video resolution and six speakers with noise-canceling system.
Over the past years, Apple moved macOS devices from Intel processors to a self-developed SoC processor. At first, it was the M1, and then variations of the M2.
Note that the chip M2 Ultra became the most powerful in the line of Apple products at the moment.
Every year smart watches contain more and more smartphone functions.
So, the anniversary version of watchOS 10 pleased with new watch faces, audio and video playback of FaceTime messages and offline maps.
It also adds the ability to track workouts and mental health. Note that the Apple company guarantees the confidentiality of this data. Information is stored on the device and encrypted, while the Apple Watch is password protected.
Data is not transferred without the user’s consent.
Desktop MacOs Sonoma has improved object recognition and visual search on the Web. Now the system scans not only people, but also animals. Besides, it’s possible to find an object while the video is paused.
MacOs Sonoma also allows using voice dictation and the keyboard at the same time.
By the way, MacOS Sonoma introduces the Game Mode. It gives the game access to CPU and GPU resources in priority order. And also reduces latency for connecting AirPods, Xbox controllers, and PlayStation controllers.
The user will be inside a whole 3D interface. It is controlled intuitively: by eyes, hands, and voice.
VisionOS is designed for device interaction with digital content. Positive feedback from specialized media and techno bloggers has already appeared online.
In addition, 5 sensors and 12 cameras are integrated in the Vision Pro. This guarantees a wide coverage of the surroundings and the most realistic picture ever.
The built-in Audio Pods headphones support spatial sound. In other words, the user hears what is going on around him.
Furthermore, the developers are going to implement a special game mode. The release of a large amount of 3D content from different studios and publishers is also part of their plan.
So, spatial computing will create new types of games with different levels of immersion. And the existing Apple Arcade variants will become more impressive.
And this is important news for the programmatic market.
Certainly, the growth of Apple’s digital technology will transform content. Advertisers need to be neutral about this process and take advantage of it.
• Firstly, the development of mixed reality will push developers to create a new format of apps. It will open up the range of possibilities for dynamic advertising creatives. Perhaps the ads in the 3D interface would attract the attention of the user with different levels of immersion or realistic images.
The trend of the programmatic market right now is the Rich Media format. The BYYD platform creates and promotes them.
There are a lot of mobile advertising campaign cases on our site. Check their results here.
To see examples of Rich media, click here.
Of course, this affects the digital and programmatic market. However, the innovations are not critical to BYYD’s targeting parameters. We use a special approach to data handling.
For example, if the user doesn’t give permission to track by IDFA, the SKAdNetwork functionality in combination with the already collected DMP BYYD data is enough for complete targeting settings.
• Thirdly, the possibility of smart watch ads is increasing. The device expands its capabilities and becomes a potential platform for advertising content.
Advertising in watchOS 10 – an option that our company is actively exploring. Quite possibly, the BYYD programmatic platform will offer Apple Watch ads in the future.
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