Since the initial release of the iPhone in 2007, Apple has long since stood back and acted as the tinkerer of the mobile phone industry. While major competitors, in particular Samsung, have consistently offered bigger and better products, Apple has sought to evolve its products than dramatically change them.
iOS 7 stands in stark contrast to this philosophy. The iPhone’s software has been radically redesigned to offer ‘deference, clarity and depth’. Essentially, skeuomorphism (design which mirrors physical objects) is out, replaced with simplicity and more user-friendly software. Apple seems to have taken direct influence from its competitors too: Control Center is similar to available software on Android, while the typography and interface are similar to Windows Phone 8.
For brands, this update offers a great opportunity. Multitasking will understand the typical app usage behaviours of consumers and undertake frequent background checks to stay updated. iOS 7 will further respond to push notifications as a trigger to give a specific application time in the background to update. Brands will therefore have the opportunity to immediately push users to more relevant app content.
The introduction of iTunes Radio in iOS 7 will also offer immediate new advertising opportunities for brands. All ads on iTunes Radio will be served, targeted and sold via iAd. This should lead to better placement of ads, given Apple’s access to all proprietary consumer data.
There are certainly plenty of challengers in this space. However, with Apple offering a free, ad-supported version of the software to all iOS users, iTunes Radio will receive significant uptake – latest estimates suggest the service could have 300 million users within the year. The service will most likely prove more favourable with copyright holders too; Apple will reportedly share 10% of all ad revenue it earns through the service with rights owners. This is more than double Pandora’s rate of 4%.
Overall then, iOS 7 offers many new opportunities for brands, as well as a better user experience for users of Apple products. This should help Apple maintain its market share and continue to expand its advertising offerings.
