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Apple WWDC 2024 Recap: Key Updates, Features & Takeaways

Murtaza Babrawala Murtaza Babrawala, Senior Associate Product Manager at CleverTap, leads SDK and Channels development. With 5+ years of experience, he combines technical skills and a passion for consumer electronics.
Apple WWDC 2024 Recap: Key Updates, Features & Takeaways

At WWDC 2024, Apple unveiled a suite of exciting updates across its entire product lineup, prioritizing user experience, privacy, seamless ecosystem integration, and much more. The US-based technology giant also introduced a revamped Siri powered by advanced AI and machine learning capabilities, alongside an innovative personal intelligence framework called Apple Intelligence. This framework leverages generative models for personalized interactions and integrates ChatGPT for sophisticated content creation. Additionally, Apple announced the adoption of Rich Communication Services (RCS) and significant updates to its Apple Vision Pro. These advancements are poised to have a substantial impact on both businesses and consumers.

Here are the key takeaways from Apple’s WWDC 2024:


1) Unlock the Power of AI with Apple Intelligence

 Image source: Apple

Apple has fully embraced the AI revolution with its new AI framework – Apple Intelligence, integrating powerful generative models into iPhone, iPad, and Mac devices. This advancement benefits customer engagement teams by prioritizing and summarizing push notifications and emails in the Mail app. It aligns with recent updates  aimed at reducing notification clutter and giving users greater control over communication preferences. Apple Intelligence analyzes message content to create brief summaries and prioritizes important notifications. Additionally, iPhone users can activate ‘Reduce Interruptions’ mode to focus only on urgent messages.

For marketers, Apple Intelligence represents a significant shift. AI-driven prioritization emphasizes the need for concise, engaging content aligned with user preferences. Marketers must adapt by delivering personalized messages at strategic times to ensure they reach and resonate with their audience effectively. This approach enhances engagement strategies, helping messages cut through the clutter and reach users when it matters most.

Apple’s robust AI strategy significantly boosts the capabilities, direction, and future roadmap of CleverTap’s AI-driven initiatives. Recently, CleverTap has unified its AI capabilities under the comprehensive umbrella of Clever.AI. Clever.AI leverages advanced intelligence to transform insights into actionable decisions, create emotionally resonant campaigns, and prescribe the next best action. This alignment not only strengthens CleverTap’s market position but also empowers marketers to engage with their audiences more meaningfully and effectively.

2) Enhanced Messaging Capabilities with RCS


Image source: Apple

In a significant announcement at WWDC 2024, Apple confirmed the integration of Rich Communication Services (RCS) with the upcoming iOS 18 in select regions. 

With the adoption of RCS, brands can now leverage a powerful tool for customer engagement and transform the way marketers interact with customers. Unlike traditional SMS, RCS provides a visually engaging and interactive platform, allowing brands to craft compelling messages and rich content that drive customer behavior. This includes high-resolution images, videos, audio, read receipts, and more. The ability to include eye-catching visuals directly within a message enriches the overall customer experience, ultimately leading to higher conversion rates.

CleverTap has been considering RCS as part of its roadmap for quite some time. RCS has seen a low user adoption, resulting in low conversions and limited ROI. However, with Apple’s announcement of RCS support for iPhones, we anticipate a significant increase in RCS adoption, making it a more impactful business communication channel, positioning it as a viable alternative to SMS and WhatsApp. Stay tuned for more updates soon.

3) iPhone Push Notifications Now Mirrored on Macs


 Image source: Apple

At WWDC 2024, Apple introduced iPhone Mirroring, allowing users to access and engage with their iPhone directly from their Mac. This feature mirrors custom wallpapers, icons, and app navigation between devices, enabling seamless app launching from the Mac alongside iPhone notifications.

This update is interesting for customer engagement teams for several reasons. Firstly, the window for engaging mobile users has significantly expanded. Brands can now reach iOS app users even when they are not actively using or near their iPhone, providing more opportunities for timely and relevant interactions. Secondly, this feature presents a compelling case for introducing web experiences into the engagement strategy. As Mac users become more accustomed to receiving notifications from their mobile devices on their desktop, they may be more inclined to opt into desktop notifications from their favorite brands’ websites. Thirdly, browsing websites on a laptop offers more screen real estate compared to a phone, making website experiences more impactful. This synergy can enhance the customer experience and create new engagement avenues. Overall, Apple’s iPhone Mirroring feature bridges mobile and desktop experiences, offering brands effective ways to connect with their customers.

4) Gaming gets Even Better with Game Porting Toolkit 2


 Image source: Apple

Since the introduction of Game Porting Toolkit last year, developers have been able to bring their games to Apple devices faster, expanding the range of games available on Macs. Game Porting Toolkit 2 elevates this by incorporating some of the most-requested capabilities from game developers, making it even easier to port advanced games to Mac, iPhone and iPad. Whether developers are bringing an existing game or working on a new title, Game Porting Toolkit 2 saves precious time. With improved compatibility for Windows games, powerful new shader debugging tools, and updates to Xcode that enables developers unify their game code and shaders across devices,creating amazing games for iPhone, iPad, and Mac has never been simpler.

For marketers, Game Porting Toolkit 2 opens significant opportunities. As more high-quality games become available on Apple devices, marketers can leverage in-game advertising and sponsorships to reach a diverse and growing audience of gamers. Enhanced gaming experiences on iPhone, iPad, and Mac drive higher customer engagement, offering valuable data insights for personalized marketing strategies. This enables targeted campaigns, fostering stronger audience connections, and driving brand loyalty and growth.

Read More- AI in Gaming: The future of player engagement

CleverTap offers a range of innovative features for the Gaming vertical, allowing you to effortlessly customize, manage, and configure your game’s UI/UX without the need for multiple app store updates, and optimizing the game experience by experimenting with the game’s UI/UX. You can craft customized in-app messages directly using images, seamlessly integrating them into the game experience without requiring developer effort, and much more. These tools empower marketers to enhance player engagement, optimize in-game marketing efforts, and deliver personalized gaming experiences that resonate with their audience.

5)  Apple Vision Pro goes Global

 Image source: Apple

In a few weeks, the Apple Vision Pro will become available in China, Hong Kong, Japan, Singapore, Australia, Canada, France, Germany, and the UK.  Following its release last year in the United States alongside the new visionOS operating system, it’s exciting to witness the Vision Pro’s expansion into these international markets. Apple Vision Pro’s spatial computing  presents a new dimension for marketing, enabling brands to create immersive and interactive experiences. This technology has the potential to transform customer engagement through virtual try-ons, interactive product demos, and immersive brand storytelling. 

For marketers, the Apple Vision Pro opens up new opportunities to engage with audiences in more impactful ways. Virtual try-ons allow customers to see how products look and feel in their own environment, boosting confidence and driving purchases. Interactive product demos enhance understanding of features and benefits, while immersive brand storytelling creates memorable interactions and fosters brand loyalty. Incorporating Apple Vision Pro’s capabilities into marketing strategies can significantly enhance customer engagement and set brands apart in a competitive landscape. 

Read More- Mobile gaming studios adapting 2024

CleverTap, with its robust capabilities that seamlessly render across multiple devices, is well-positioned to lead the way in the democratization of device usage for customer engagement and retention. As the Apple Vision Pro expands globally, CleverTap will continue to innovate and adapt its platform to leverage these advanced technologies, ensuring that brands can deliver immersive experiences to their customers, regardless of the device they use.

6) Live Activities Coming to Apple Watch


Image source: Apple

Two years ago, Apple introduced Live Activities to iPhones, enabling mobile app teams to deliver persistent, dynamic updates directly to the Lock Screen. Last year, this feature was extended to iPads, and now, Live Activities are coming to Apple Watch. Familiar use cases, such as delivery updates, rideshare status, and sports scores, will also apply to Apple Watches, with a particular promise for health and fitness apps. Apple simplifies the implementation of Live Activities on Apple Watch by integrating them into the Smart Stack with minimal code changes, while still allowing customization of their appearance and behavior.

For marketers, the expansion of Live Activities to Apple Watch offers exciting opportunities. The constant presence of Apple Watch on a user’s wrist increases the likelihood of engagement with Live Activities, making it a crucial platform for timely and relevant updates. Health and fitness brands, in particular, can benefit by delivering motivational messages, workout updates, and progress tracking directly to users’ wrists for an engaging experience. This expansion enables innovative marketing strategies that leverage the seamless integration of mobile and wearable technology.

CleverTap is committed to enhancing its platform by incorporating support for Live Activities on iOS and iPadOS. This will enable brands to engage their users more effectively by providing real-time updates on order tracking, ride status, sports scores, and more. By staying at the forefront of these technological advancements, CleverTap continues to empower brands to connect with their audiences in more meaningful and impactful ways.

7) Enhanced Privacy for Apps

At WWDC 2024, Apple announced a new privacy feature for iPhone and iPad users that allows them to lock and hide apps using Face ID, Touch ID, or a passcode for access. Additionally, apps can be moved to a locked and hidden folder, making them invisible in notifications, search results, and other areas. This builds on Apple’s previous efforts, like locking the ‘Recently Deleted’ album in the Photos app. Protected apps require biometric or passcode authentication to open, providing an extra layer of privacy, especially useful when sharing devices.

For marketers, this highlights the growing importance of privacy in user experience. Respecting user privacy and offering secure, customizable options can enhance customer trust and loyalty. Apple’s emphasis on privacy and security strengthens user confidence in their devices and services.

Watch our latest webinar on managing user privacy, security & building trust to enhance user experience

CleverTap has developed capabilities to respect customer preferences, aligning with the latest privacy enhancements. This Apple announcement further supports the direction we are heading, emphasizing privacy and security as fundamental aspects of customer engagement. By prioritizing these values, CleverTap continues to build trust and confidence among users, ensuring a secure experience across all interactions.

Final Thoughts

Apple’s announcements at WWDC 2024 highlight the company’s commitment to transforming customer experiences with advanced technologies like AI, machine learning, and spatial computing. By seamlessly integrating AI for personalized intelligence, enhancing messaging with rich media capabilities, and enabling immersive virtual experiences, Apple has equipped marketers with powerful tools to drive engagement, build trust, and foster meaningful connections with customers in unprecedented ways. We encourage you to upgrade your SDKs promptly and stay informed about upcoming releases. Keep an eye out for further updates as the release dates approach, ensuring you have the relevant information to fully leverage these advancements.

Posted on July 4, 2024