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This report analyzes the most important announcements Apple made during and around its annual developer event, WWDC, held on June 4–8, 2018.


  • The key focus of the keynote was to reinforce the company’s focus on consumer experience, this time addressing concerns around privacy and screen addiction.
  • Siri-related developments at WWDC were insufficient to bring it back to the same level of features and performance as Google Assistant or Amazon Alexa.

Features and Benefits

  • Identify strategies to counter or harness Apple's moves to your advantage
  • Learn what the most important launches Apple made at WWDC were and why
  • Understand what impact each key announcement will have on the wider market

Key questions answered

  • Which innovations will deliver real competitive advantage to Apple?
  • Is Apple any closer to catching up with consumer AI leaders Amazon and Google?
  • How tangible will Apple's investments in augmented reality prove to be?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages
  • Recommendations

Data privacy

  • Privacy safeguards will have a powerful impact

Artificial Intelligence

  • Siri still isn’t smart enough to beat Alexa and Google Assistant


  • Apple updates iMessage and FaceTime but is muted on Business Chat

Augmented reality

  • Apple continues to set the pace


  • Apple looks to increase cellular-based demand by adopting some essential mobile features


  • Methodology
  • Further reading
  • Author