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This report is intended to help service providers, media companies, internet platforms, and their technology partners understand and respond to the most important announcements Apple made during WWDC 2019.


  • Apple risks developer and regulatory ire as it becomes ever more controlling in the name of user privacy. The company's non-dependence on advertising helps it differentiate iOS from Android on the privacy front.
  • Augmented reality (AR) will play a key role in Apple’s future. Apple sees AR as a key differentiating feature for its premium smartphones now, but it is also investing in AR headsets.
  • Apple eases users away from music downloads. Separating its music, podcast, and TV provision into three separate apps allows the company to target distinct sets of users through tailored marketing.

Features and Benefits

  • Evaluates the impact of WWDC announcements on the TMT industry
  • Analyzes how new iOS 13 features affect Apple's mobile market positioning, especially versus Google
  • Discusses new developments and investments from Apple in AR, AI, and wearable technology.

Key questions answered

  • What will be the implications of Apple WWDC announcements on my business?
  • How is the industry responding to Apple's privacy push?
  • Which technology and services is Apple betting on?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages
  • Recommendations


  • Apple risks developer and regulatory ire as it becomes ever more controlling in the name of user privacy

Augmented reality

  • Apple continues to evolve ARKit as a cutting-edge feature

Digital music

  • Apple signals that the end is nigh for music downloads


  • Lack of innovation means opportunities for competitors

Smart living

  • Deeper personalization will be key to uplifting the user experience

Smart home

  • Apple's new security service is about more than free storage


  • The iPad is now officially a prosumer device


  • watchOS 6 makes Apple's wearable truly autonomous


  • Methodology
  • Further reading
  • Author

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