Apple used its Worldwide Developer Conference (WWDC) keynote to make several announcements, including updates to its main software lines and its long-expected move into the music market.
V3 has rounded up the most notable news from the event and what it means for the company, its customers and the wider market.
iOS 9 for everyone
As expected Apple showed off the next version of iOS that will arrive later this year for iPhones and iPads as iOS 9, and it will come packed with new features.
Apple said that all devices that can run iOS 8 can move to iOS 9, so no-one should be left behind, and the firm has worked hard to reduce the file size required to install the device as this was one of the problems cited with moving to iOS 8.
This should make it easier for more people to move to iOS 9, which includes enhancements such as improvements to Siri so it is more proactive, suggesting information as and when it thinks it is required.
Search has been improved to delve deeper into apps, and Maps has been given an overhaul to present more information on public transport systems, called Transit.
The arrival of multi-tasking will be a major boon for iPad users, allowing multiple apps to be open and run side by side to improve productivity.
A full breakdown of features coming to iOS 9 is outlined by Apple on a preview page for the operating system.
El Capitan Mac OS
Apple revealed that the next version of its Mac platform will have the eye-catching moniker El Capitan, but the update is more about refining the OS, rather than a major update.
These range from simple improvements such as being able to find the cursor more easily by shaking the track pad or mouse to increase its size briefly, to being able to locate and stop music playing on web tabs.
Other changes include improvements to the Spotlight search function to provide more data on areas of interest, such as stock prices, sport scores and weather data. App multi-tasking has also been improved with a new ‘split view’ function.
The new software will be available in beta from July. Apple did not say when it will launch officially but it is likely to be at some point in the autumn, possibly around September when the next version of iOS will also launch.
Apple Pay on its way
Apple finally confirmed that its payment service Apple Pay will arrive in the UK next month. Some 250,000 locations will support the service, including retailers Pret a Manager, Boots and Waitrose.
No word on Watch sales
The market had been hoping for the first sales numbers for the Apple Watch at the event, but nothing was forthcoming.
Apple chief executive Tim Cook dispensed with the usual business update at the start of the keynote, merely stating that "everything is going great".
The lack of information does not mean that the Watch is not selling well, but Apple is usually keen to highlight the success of its products when they first launch and the omission with Watch is intriguing.
Watch SDK to boost app appeal
Apple announced that the next version of the Apple Watch OS, WatchOS 2.0, will be available to developers soon, offering more functionality such as being able to use the digital crown to control apps, as the firm looks to grow the ecosystem around the wearable device.
Apps can now run natively on the Watch, meaning that they won't need to be paired with an iPhone app.
Swift programming language to be open source
In a surprise announcement Apple said that its Swift programming language is going open source, supporting iOS, OS X and Linux, as it launches Swift 2.
Swift 2 brings a bunch of new features for Apple developers, including error handling, protocol extensions, Apple's Xcode integrated development environment and new optimisation technology.
Apple Music on its way
Apple Music was finally unveiled at WWDC, offering a streaming service for $9.99 a month, or $14.99 a month for a family account, and a 24/7 radio station offering content to all iOS device owners. Apple will give all customers a three-month free trial.
The move will no doubt have Spotify worried, especially as Apple has such a huge installed base of customers who will get to try its service for free, and no doubt then continue to pay, cutting off future potential customers for Spotify.
Apple Music will launch with iOS 8.4 which arrives at the end of this month.
Apple is having fun at the top
Throughout the keynote on Monday evening there was a clear sense that Apple was enjoying itself, and the fact it is at the top of the market, with jokes and gags coming thick and fast, including a kick-off video that put the fun in functionality.
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