Apple WWDC 2015: The 5 Things You Should Know

iPhone on wood floor

Mark Flowers

  • Reading Time  Min Read
  • Publish Date June 15, 2015

Apple’s annual World Wide Developers Conference (WWDC) concluded this week in
San Francisco California. Here are five notable takeaways from this year’s

1. Apple Makes its Software More Accessible

Unlike its Silicon Valley neighbors, Apple is notorious for keeping its software
close to the vest. However, several key announcements this week hint at a
strategic shift. The company announced on Monday that it will open source the
code base for Swift, its programming language for iOS, OS X and watchOS. The
code will include the Swift compiler and standard library. Apple will also open
up CloudKit, its framework for incorporating cloud components into iOS apps, via
a JSON API. Making these tools more widely available means that Apple’s core
technology can live outside of its hardware products. For example, a developer
may use Swift to write an iOS app, a web server and even, gulp, an Android app.

Additionally, the company is going to let anyone with an Apple ID (or iTunes
account) use Xcode to build an app and put it on their phone. This is a
departure from the previous $99 annual fee. This should encourage more schools
to incorporate iOS development into their curriculum.

2. Apple Watch Becomes Independent

The Apple Watch is now able to stand on its own. It uses Wi-Fi to make network
requests and run apps natively, meaning you no longer need to keep your phone in
your pocket. I’ve been using the Apple Watch for a couple of weeks now, and
there are several use cases for which I find it beneficial: 1) viewing a
notification and making a quick decision on its importance and 2) using the
wrist to complete simple tasks. This all starts to feel like magic when you take
action on a Watch notification and it triggers an event in a separate device.
For example, I can lock and unlock my laptop from the tap of a button on my
wrist. This presents opportunity for companies to automate basic tasks that
require a simple “yes” or “no” input from the user.

3. Apple Music Debuts…Past Due

The headlines are probably going to read, "Apple Finally Joins the Streaming
Music Game," and they would be right. Apple Music, the company’s new streaming
service, will be available on June 30th and will cost $9.99 a month following a
free, three month trial. A family plan will be available for $14.99. Spotify has
used the time since Apple acquired Beats Music to take the vast majority of
market share. Apple is counting on Jimmy Iovine, a veteran music industry exec,
to help them better understand what the market wants, including access to artist
exclusives as a main feature that most people aren’t clamoring for. I don’t see
this boding well for them as the music industry doesn’t have a great track
record when it comes to market needs (see Napster vs. CDs, iTunes vs. DRM).

4. HomeKit is Coming, But Slowly

No major changes happening on the HomeKit front. Apple did announce a new
protocol that will allow home automation hardware to integrate with its app.
Users will be able to group their home automation products into “scenes” and
control how these devices interact under certain conditions. For example, a
“bed-time” scene may shut off the lights, turn down the AC and lock the front
door. Users will be able to trigger HomeKit scenes through the Apple Watch with
the tap of a button or ask Siri to do it for them.

The home automation industry is still waiting on its silver bullet, and this
isn’t it. This isn’t going to convince consumers to replace working lights and
thermostats in their homes for only a little added convenience. For instance, I
would need to spend roughly $1,440 just to automate the lighting in my house. I
have 36 light switches and each would need to be replaced with a $40 smart
switch. There either needs to be a substantial increase in convenience and/or
cost savings or a significant drop in price for the market to take off as people

5. News is Good News for Publishers

Apple announced that it will replace its native Newsstand app with “News” – a
smarter content aggregation platform. Content providers can distribute RSS feeds
through News, and users will have the ability to consume this content via a much
more pleasing UI. The big difference between this app, other news aggregators
and read it later services is that it doesn’t eliminate advertising entirely.
Publishers can use Apple’s iAd network and retain 70% of revenue or run ads
independently and retain 100%. I suspect that Apple will enforce a limit on the
number of ads a company can run in a given article. Now is a good time for
publishers to prepare their content for the app’s fall release.

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