Ios 10 for Marketers by Punchkick Interactive

PUNCHKICK INTERACTIVE iOS 10 in Context How brand marketers can use Apple’s new developer tools to deliver real user value

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Table of contents

1 How we got here 2 SiriKit 3 Messages SDK 4 Notiﬁcations 5 Widgets 6 Maps SDK 7 What’s next

How we got here

The history of iOS is as much a history of tick- and-tock as iPhone hardware. Each year, Apple releases either a "tick"—a new phone with internal speed boosts and a handful of buzz-worthy new features, typically signiﬁed by an "S" moniker—or a "tock"—a landmark new phone featuring a brand-new exterior design and only modest performance improvements. But in a year when the new iPhone hardware design is a subtle reﬁnement, holding out for the dramatic reinvention in 2017, the new version of iOS is the headline.

For previous versions of iOS, the cycle has largely matched its phones. One generation shores up imperfections and introduces subtle refinements that users feel the direct benefit of, while the next generation sets up groundbreaking new developer tools that will revolutionize what iOS apps can do for years to come. On the heels of iOS 8's enormous developer releases, and following iOS 9's refinements and end- user features, iOS 10 is a leap into the future with new frameworks and opportunities for developers to extend their apps in new directions.

In a year where Apple's ﬁrst platform, macOS, adopts its younger cousin’s naming style, iOS is as much Apple's centerpiece as ever. Ten years on, the operating system sets out Apple's strategy for the next decade, in terms of how Apple interacts with developers and how it respects its users. This year, iOS 10 makes the platform competitive in new spaces, showcases the latest hardware improvements like Touch ID and 3D Touch, and pushes Apple's machine learning agenda forward. And, most importantly, iOS 10 opens the platform to developers in all-new ways, giving access to new corners of the operating system that most closely impact the user experience.

We examined how developers can begin to take advantage of these new features, and how new frameworks like SiriKit, richer notiﬁcations, and the Messages SDK can help brand marketers build better experiences for their customers.

Apple has become the kind of company that only makes big moves—and iOS 10 is one of their biggest yet.

SiriKit gives app developers a voice

While virtual assistants and chat bots are common today, it's surprising to remember that Siri was one of the first of its kind when the iPhone 4s launched in 2011. When Siri was first demoed, it was a novelty, fielding questions and requests that controlled many components of iOS 5 and integrating data from sources like WolframAlpha and Major League Baseball. Today, as virtual assistants have come to populate the other operating systems and services billions of people use every day, Siri has aged gracelessly, earning a somewhat sour reputation for unreliability and limited utility.