Apple has revealed iOS 10, bringing a wealth of new features to the mobile operating system, including deep learning technology and integration of Siri into third-party apps.
The company is opening Siri to developers for the first time, and iOS 10 allows software makers to add the functionality of the digital assistant into apps.
Siri has also recived a dose of machine learning that allows it to answer more queries, book a cab via Uber or send a message over WhatsApp.
Siri intelligence is also coming to the keyboard via Apple's QuickType feature, making Apple's suggested responses more advanced.
"We're using deep learning to enable much more intellligence in longer context," said Craig Federighi, senior vice president of software engineering, demoing the feature's ability to send location, check calendar availability or easily share contact information based on the context of conversations.
The lock screen has been given a major reveamp in iOS 10, thanks to Apple's 3D Touch feature.
Users with an iPhone 6S or iPhone 6S Plus will be able to long-press on Apple's new-look lockscreen notifications to do more on the device without having to unlock it, such as get a real-time service status update on your Uber, or to reply to a text message.
The overhauled lockscreen will also enable users to press on the right side of the screen to unlock the camera quickly, or the left side to open up widgets.
These are not full-blown Android-style widgets, but they will enable users to quickly glance at information like weather and news.
Photos is also getting a revamp, again thanks to deep learning. Apple is bringing on-device face recognition, all done with your privacy protected, according to Apple, along with location recognition for more advanced image searching.
Artificial intelligence will also play a part in making Apple's Photos app more advanced in the form of a new Memories feature.
"We're now using advanced AI to cluster together photos based on locations and the people involved to surface Memories," Federighi said. "We can bring forward things like trips that might be important, or know that you want to take a look at images from last weekend."
Messages, which is also being opened up to developers, has also been given a new look in iOS 10.
Apple's Messages app now supports rich links, so users will be able to view videos inside the app, for example.
In a similar way to Google's new Allo app, users will also be able to resize bubbles in Messages in iOS 10, and the new Messages app will support handwritten messages and full-screen animated backgrounds.
Apple Music, as expected, has also been given a head-to-toe revamp. This new look app is now easier to navigate, has a upgraded Beats 1 section, and comes with a section called 'downloaded music' for tunes already stored on the iPhone.
Apple Maps has been opened to developers for the first time to enable functionality such as reservation booking.
A new app will debut in iOS 10 called Home, giving easier control over HomeKit-compatible Internet of Things (IoT) devices.
Other new features coming to iOS 10 include collaborative notes, Live Photos editing and Split View in Safari on iPad.
Apple was keen to point out that differential privacy and end-to-end encryption comes switched on in all of its apps, adding that all AI is carried out on-device to keep it free from prying eyes, a nod to its recent battle with the FBI.
iOS 10 is available to developers from today, and a public beta programme will launch next month.
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