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"With more than 800 million iOS devices sold worldwide, the opportunity for developers is huge," Craig Federighi, Apple's senior vice president of software engineering, said in a statement following Monday's keynote address during Apple's annual Worldwide Developers Conference. "This is the biggest iOS release since the launch of the App Store. The iOS 8 SDK delivers more than 4,000 new APIs including amazing new frameworks, greater extensibility and a revolutionary new programming language."The strategy on display is a two-fold assault. Apple wants to be as friendly and accommodating as it can be to its developer community of more than 9 million coders and established companies with which it has a symbiotic relationship. But the iPhone maker is also being overtly clear concerning the app areas in which it wants to squash competitors big and small -- namely messaging and personal media, which also includes cross-device sharing and storage for files.

Because targeting those key sectors is how Apple beefs up the value proposition of sticking with its platform and selling a complementary Mac and iPad for every iPhone, You're far less likely to switch to Android if more of your life is tied up not in Google or Dropbox or Facebook, but in iCloud and iMessage, "Apple is not going to make themselves a multiplatform company," said Van Baker, an Apple analyst with the research firm Gartner, "These enhancements, the whole continuity thing, this is them saying, 'The Apple platform is the best platform across OS X and the Mac and iOS devices, If you want all these wonderful benefits, you need to buy into our platform.'"So on one hand, it's clear that Apple is taking a step in the right direction, acknowledging that opening up its mobile OS can be beneficial, On the other, Apple is drawing a line in the sand over which parts black and white giraffe iphone case of its garden it wants to cultivate alone in its battle to admonish Android users and the staggering mobile OS market share Google commands..

"It was clear that [Apple CEO] Tim Cook was much more aggressive relative to Android than I've ever seen him before," Baker said. "I think that's a sign that they're going to take them on aggressively and that they believe they've got some competitive differentiators."Anyone who's ever endured a robust group message in Apple's native text client, Messages, knows a universal pain: the constant buzzing of your phone, a never-ending avalanche of notifications that occasionally become so overwhelming that you give up on participating at all.

There's a "Do Not Disturb" feature, but it doesn't function unless your screen is off, You constantly have to swipe away new texts if a conversation is plowing forward while you're checking Facebook or trying to read a website, Turning off group messaging in the iPhone's settings panel doesn't solve the problem because your phone number is still tied to the texts your friends keep sending, Frankly put, it's a nightmare that has sent iMessage fans running for the hills -- or at least to competing standalone services like WhatsApp black and white giraffe iphone case or GroupMe..

That's why Apple, with the messaging overhaul baked into iOS 8, has staked out a bold position on texting that it hopes can trump third-party offerings. Apple wants Messages to be the paramount text experience and one you use freely across Mac, iPad, and iPhone. So it's giving users a slew of power features to not only mute conversations and leave group messages, but to also share audio, video, and location data more freely and intuitively than ever before. It also built in a direct response to the explosively popular Snapchat: texts in Messages can now be made ephemeral with a designated time limit until they poof into nonexistence.

Whatever your take on the sustainability of iMessage -- an iOS-exclusive messaging solution may be a losing battle in the long run -- Apple sent a clear signal: We want to own messaging on our platform, Federighi said as much onstage, outlining that Messages was the most used iOS app, Services like WhatsApp, now owned by Facebook, the social network's own Facebook Messenger, and the growing number of messaging upstarts -- from Snapchat and Kik to WeChat and black and white giraffe iphone case Line --are carving up the globe in a war against SMS, With Messages, Apple is increasingly pulling up walls to avoid that fight altogether..

Communication is just one area in which Apple is saying, "Stay away." Another prominent sector is photography, one of the App Store's most thoroughly built-out departments. Apple has long had its visual app lunch eaten by Instagram, Hipstamatic, VSCOcam, Loom, and countless others that have spun out key photo editing or capturing features into standalone apps. With iOS 8, Apple strengthens its position in that fight. For one, Photos will have cross-device editing, making it more sensible to stay within Apple's native gallery app than jump in and out of other editing tools that won't work on desktop. There are also numerous upgrades, like editing tools that incorporate more functionality you might expect from high-end software like Adobe's Photoshop, and new features -- like time lapse video -- that replace standalone apps as Apple did rather effectively with panoramas.

But more importantly, Apple is using Photos to go straight for the jugular of cloud storage company Dropbox, which announced its Carousel photo app barely two months ago, Carousel built on the flawed promise of services like Google+ and Flickr auto-upload and Apple's Photo Stream that never quite got it right, By creating a seamless system to back up every photo you black and white giraffe iphone case take with your mobile device -- and storing a high-res version in the cloud on your Dropbox account -- Carousel lets you wipe the files from your device to save space, Low-res thumbnails are kept on hand to scroll through whilst on the go..



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