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Apple detailed plans for iOS 11 and announced its first smart speaker at WWDC 2017. This report provides rival platform owners, service providers, and technology vendors with an analysis of Apple's main announcements at the event.


  • The introduction of a P2P money transfer will not move the needle for Apple Pay revenues.
  • Apple’s machine-learning developments within Siri will drive consumer engagement.
  • HomePod plays well to Apple’s premium hardware strategy but few will care.

Features and Benefits

  • Analyzes Apple's recent WWDC announcements impact on the industry.
  • Evaluates the impact of iOS 11 on consumer trends.

Key questions answered

  • What software features can be expected on Apple devices by the end of the year?
  • What will be the impact of Siri on iMessage, Photos, and other iPhone apps?

Table of contents

Ovum view

  • Summary
  • Ovum view
  • Apple adds cloud to existing chat app triumvirate of communications, content, and commerce
  • Siri on iOS 11 will be the fastest and most personal digital assistant but also the creepiest
  • Music comes first for Apple in the smart home, then Siri
  • Advertisers and publishers need to rethink their approach as Apple sides with consumers against intrusive desktop ads
  • Apple continues to shun VR innovation, offers incremental AR improvements
  • Apple's quality-of-life features will make switching more painful
  • Siri leads watchOS 4's personalization charge
  • The App Store's overhaul will only go a small way to levelling the playing field for developers


  • Authors

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