The Apple Worldwide Developers Conference WWDC 2018

Takeaways from the annual Apple Worldwide Developers Conference (WWDC), held on June 4-8th, covering all the major announcements around AR, voice assistance, browsing, consumer tracking and more.

Attendees include software developers who have the opportunity to work with Apple engineers and learn about upcoming focuses and products that will impact brands and marketers. Past WWDC events announcements in cluded the launch of the world’s first iApps (2003), Mac Pro (2006), App Store for iPhone and iPod Touch (2008), iPhone 4 (2010), Apple Maps (2012), Apple Music (2015), and more major milestones.


This year’s major software announcements impact all of Apple’s key devices within its ecosystem, including iPhone, Apple TV, iPad, and Apple Watch, thanks to updates to all four of its platforms (iOS, macOS, watchOS, tvOS) coming this fall. Apple kicked the event off by focusing on Apple’s mobile software platform that powers its biggest consumer-facing devices: iPhone and iPad. Available for all Apple users later this year, iOS 12 features major improvements across augmented reality, Apple’s AI/voice assistant Siri, its video messaging tool FaceTime, and more. 


  • iOS 12
  • ARKit
  • Siri
  • Messages & FaceTime
  • Safari
  • …and more!

Read on to understand why these updates matter and what they mean for your current brand initiatives as well as engaging your consumers.