Apple had a noted focus on software improvements at the launch of the World Wide Developer Conference 2014, unveiling new versions for the OS X and iOS operating systems.
In addition to upgrades in the operating systems, Apple also released new software tools for developers. This will help Apple as the company battles against Google to deliver a complete solution of software and hardware for a user's whole digital lifestyle.
Apple's announcements reveal the company's most comprehensive list of improvements for developers since the App Store's launch almost six years ago. Apple introduced Swift, a new Apple programming language aimed at improving the experience for developers, in a bid to keep them within the fold of Apple, as Google's Android and Facebook have drawn developers away from them.
"Apple is going the extra mile" to keep developers loyal to them, said Carolina Milanesi, research chief at Kantar Worldwide. Adding "we wouldn't be here if it weren't for you."
While the Android operating system is free for OEMs and developers, allowing Google to gain presence in more mobile devices than any other company, Apple's control over their operating systems allows the company to keep control over the user experience of its products, generating the highest profit among all companies in the mobile industry along the way. While Android has 78 percent market share compared to iOS at 16 percent, apps for Apple devices generate 85 percent more revenue compared to apps for Android.
However Google was also cashing in on the iOS, as the company has made what is believed to be the best iOS apps. Google's Gmail, Chrome and Google Maps were superior to Apple's Mail, Safari and Apple Maps. Google was gaining revenue whenever people used their services, even on the iPhone. Apple is looking to take back their home screen by increasing the efficiency of their own apps.
Apple's presentation at the WWDC also shows how the company is trying to tie together all their products in an ecosystem with the aim of creating a user and developer experience that is only inherently Apple. One such feature that Apple introduced was Continuity, which will make it easier for users to move around between Apple devices. A feature called Handoff, will allow a user to move from one Apple device to another, even in the middle of a task. You can be writing an e-mail using Apple's Mail app on your iPhone and then finish the e-mail on your MacBook.
Apple's focus on software is the newest strategy in the company's battle to dominate the mobile computing industry.
"If you look at Apple's current marketing campaign, it's all about, 'Look what you can do with these devices,'" said Queen's School of Business associate director of marketing Neil Bearse. "As opposed to, 'Look how much horsepower we can cram into this thing.'"