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Apple’s iOS 16 offers mixed blessings for marketers

Apple this week unveiled its next generation of software for its devices, including changes that will affect the way marketers interact with consumers on mobile. The tech giant previewed the coming updates to the software for devices including the iPhone at its Worldwide Developers Conference.

There had been speculation that Apple would use the yearly event as an occasion to introduce a wearable device — a headset for viewing augmented reality (AR) imagery. The company for years has touted the promise of AR technology to transform how people interact with their physical surroundings and with each other. Instead, the only hardware on display were new versions of its MacBook laptops powered by its faster M2 chip.

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