iOS 15
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The release of iOS 15 should be a major event for mobile operating systems. And yet, this year, there’s no breakthrough feature or overarching theme that makes this release stand out. Apple has focused on quality-of-life updates as well as new features for its own apps.
The result is a solid update that is not going to be controversial. Some people are going to take advantage of the new Focus feature. They’ll spend a lot of time customizing their phone to make it as personal as possible. Other people are just going to miss or dismiss the new features.
This year’s update is also a bit different because you don’t have to update to iOS 15. If you’re fine with iOS 14, Apple won’t force you to make the jump to iOS 15. You’ll still receive security patches. Some people will simply dismiss iOS 15 altogether.
It seems like a small change, but it actually says a lot about the current state of iOS. Apple considers iOS as a mature platform. Just like you don’t have to update your Mac to the latest version of macOS if you don’t want to, you can now update at your own pace.
Also, iOS should be considered as a mature platform for app developers, so iOS 15 adoption will be slower than usual as people won’t necessarily update to iOS 15 right away. Apps should potentially work on older iOS versions for longer.
Of course, users will “update” to a new version of iOS when they buy a new iPhone and replace their old iPhone. But Apple has people who pre-ordered the iPhone 13 and will get iOS 15.
Image Credits: Apple
One of the biggest changes in iOS 15 is the ability to change your Focus from Control Center. It’s a surprisingly powerful feature with a lot of options and tweaks. I would say it doesn’t feel like an Apple feature.
But it’s definitely one of the most interesting features of iOS 15. Chances are you spend a lot of time with your phone, and your device requires a lot of attention from you. With this new feature, it reverses the balance and puts you back in charge.
“Do Not Disturb” users are already quite familiar with the idea that you can silence notifications when you don’t want them. If you want to keep using “moon mode” with iOS 15, you don’t have to change anything.
But you can now create additional Focuses. By default, Apple suggests a few Focuses — Work, Sleep, Driving, Fitness, Gaming, Mindfulness, Personal and Reading. Each Focus is customizable to your needs and you can create new Focuses from scratch.
When you turn on a specific Focus, it basically blocks notifications by default. You can then add people and apps so that notifications from those people and apps still go through. App developers can also mark a notification as time sensitive so that it always goes through. I hope they won’t abuse that feature.
There are three more settings that you can activate. First, you can optionally share that your notifications are currently silenced in Messages and compatible third-party apps. Second, you can hide home screen pages altogether. Third, you can hide notifications from the lock screen and hide badges from the home screen.
Focus gets particularly interesting when you realize that you can couple specific Focuses with automation features. For instance, you can automatically turn on “Sleep” at night or you can automatically turn on “Work” when you arrive at work.
Power users will also have a lot of fun setting up a Focus and pairing it with a Shortcut. For instance, you could use Shortcuts to open the Clock app when you turn on Sleep mode. You get it, this new feature has a lot of depth and beta users have just started scratching the surface.
Image Credits: Apple
With iOS 15, Apple has improved nearly all the default apps. Some additions are definitely nice improvements. Others have been a bit more controversial.
Let’s start with the controversial one: Safari’s design has been updated. But what you saw at WWDC in June doesn’t look at all like what’s shipping today. Essentially, Apple has listened to feedback and changed the user interface of its web browser during the summer.
By default, the address bar is now at the bottom of the screen, right above the row of buttons that let you open bookmarks, share the current page or go to the previous page. I think it works better. But if you really don’t want the address bar at the bottom, you can move it back to the top of the screen.
Other than that, Safari changes are all good improvements. For instance, the browser now supports traditional web extensions. It’s going to be interesting to see if popular Google Chrome extensions eventually come to Safari. Another nice new feature is the ability to create tab groups and find your tab groups from your other devices.
FaceTime has become a versatile video-conferencing service. You can now create links, share them with friends and add them to calendar invites. For the first time, people who don’t own an Apple device will be able to join FaceTime calls from a web browser. There’s also a new Zoom view… I mean, grid view.
Unfortunately, the big new FaceTime feature is not ready for prime time just yet. SharePlay, the feature that lets you sync audio and video playback with your friends, is going to be released later this Fall.
The Weather app has also been redesigned. It is now packed with a lot more information, such as precipitation maps, next-hour precipitation notifications and a new UV index. It has become a solid alternative to third-party weather apps. I still use Snowflake, but differences are smaller and smaller.
Messages is now better integrated with other Apple apps. Whenever someone sends you an article, a photo album, a podcast or a song, you’ll see those recommendations in Apple’s other apps — Apple News, Photos, Apple Podcasts, Apple Music, etc. Once again, this is a nice addition in my testings but it’s not going to change the way you use your phone.
Apple Maps is getting better and better, especially if you live in San Francisco. If you haven’t used it in a few years, I encourage you to try it again. It’s now a solid alternative to Google Maps.
Some cities, such as San Francisco, Los Angeles, New York and London, are receiving new detailed maps with 3D buildings, bus lanes, sidewalks and more. It feels like navigating a video game given how detailed it is. The app has also been redesigned with new place cards, a new driving user interface and settings in the app.
Photos is also receiving a bunch of improvements. Every year, the company is refining Memories. I’m not sure a ton of people are using this feature, but it’s better than before. There is now more information if you swipe on a photo as well, such as the shutter speed and lens that were used.
But the biggest change to your photo library is that you can now search for text in your photo; iOS is scanning your photos to find text and save it for Spotlight searches.
Similarly, you can now point your camera at text and select text from there. It is incredibly convenient if you’re looking for the restaurant address on the menu and want to share it with a friend or if you’re traveling and you want to translate some text.
Image Credits: Apple
There are a ton of small changes that make iOS 15 better than iOS 14. Let me list some of them:
As you can see, the list of changes in iOS 15 is quite long. But it’s up to you to decide whether you want to update to iOS 15. When Apple added cut, copy and paste with iPhone OS 3, it was an obvious decision. I personally like the new features and it was worth updating. And I hope this review can help you decide whether to update or not.
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Apple has just released the final version of iOS 15, the next major version of the operating system for the iPhone. It is a free download and it works with the iPhone 6s or later, both generations of iPhone SE and the most recent iPod touch model (iPad users will also be able to update to iPadOS 15 and watchOS 8 today).
The biggest change of iOS 15 is a new Focus mode. In addition to “Do not disturb,” you can configure various modes — you can choose apps and people you want notifications from and change your focus depending on what you’re doing. For instance, you can create a Work mode, a Sleep mode, a Workout mode, etc.
There are many new features across the board, such as a new Weather app, updated maps in Apple Maps, an improved version of FaceTime, and more. Safari also has a brand-new look.
The new version of iOS also scans your photos for text. Called Live Text, this feature lets you highlight, copy and paste text in photos. It could be a nice accessibility feature as well; iOS is going to leverage that info for Spotlight. You can search for text in your photos directly in Spotlight and it’ll pull out relevant photos. These features are handled on-device directly.
Paid iCloud users have been upgraded to iCloud+. In addition to more storage, iCloud+ subscribers get a handful of new features. iCloud Private Relay, which is available as a beta feature, lets you browse the web with increased privacy. Hide My Email lets you create randomly generated email addresses to create new accounts around the web. ICloud email users can also switch to a personal domain name.
The update is currently rolling out and is available both over-the-air in the Settings app, and by plugging your device to your computer for a wired update. But first, back up your device. Make sure your iCloud backup is up to date by opening the Settings app on your iPhone or iPad and tapping on your account information at the top and then on your device name. Additionally, you can also plug your iOS device to your computer to do a manual backup in Finder or iTunes for Windows (or do both, really).
Don’t forget to encrypt your backup in iTunes. It is much safer if somebody hacks your computer. And encrypted backups include saved passwords and health data. This way, you don’t have to reconnect to all your online accounts.
Once this is done, you should go to the Settings app, then “General” and then “Software Update.” You should see “Update Requested…” It will then automatically start downloading once the download is available.
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Apple is planning to remove developer access to important user data as part of its iOS 15 release on Monday, leaving email marketers in a dilemma about how they will figure out metrics. To find out how the industry is approaching this problem, we spoke with Vivek Sharma, CEO of Movable Ink, a software company that helps marketers act on the data they’re collecting.
This conversation builds on our Extra Crunch post from August exploring how email marketers can prepare for Apple’s Mail Privacy Protection changes.
The game-changer for email marketers with this update is that as an Apple Mail user, you’ll have the option to hide your IP address.
How can marketers pivot their tactics to remain in control of their metrics? Sharma feels we’ll see more focus on downstream metrics rather than the open rate — on clicks, conversions and revenue. “That sounds great and everything, but you have less of that data. But by definition, that funnel kind of narrows; there are fewer people to get to at that point, so it might take you longer to know if something is working or not working for you.”
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Sharma says zero-party data is something that businesses have been focused on. “There are two components: There’s ‘open’ as a metric, and there’s some of the information you’re getting at open time, like the IP address, the time of day, and the inferred weather. Things like the IP address, time of date, etc. are perceived as data leakage. These are just a couple of the data points that marketers will lose access to. Therefore they are using first and zero-party data which they have already been investing in.”
The challenge, according to Sharma, is: How can marketers collect zero-party data in an interesting, visually appealing way, and then personalize its contents for every customer at scale?
One way that Movable Ink has collected zero-party data is displayed below:
Image Credits: Movable Ink
Sharma says, “Everything in here is a polling question: ‘What do you typically shop for?’ ‘What’s your shoe size?’ And they’re giving you loyalty points in return, so there’s an exchange of value happening here. They’re learning about you in a clear way and giving you an easy way to engage with the brand you’re interested in.”
Once you have the data, the question is: How do you use it? Below we see an example from JetBlue.
Image Credits: Movable Ink (opens in a new window)
Sharma outlines three takeaways from iOS 15 for email marketers:
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Shortly after today’s virtual conference, Apple announced that the next major version of iOS will be ready for prime time very soon: iPhone users will be able to update to iOS 15 on September 20. The company first unveiled iOS 15 earlier this year at its Worldwide Developers Conference.
The biggest change of iOS 15 is a new Focus mode. In addition to “Do not disturb,” you can configure various modes — you can choose apps and people you want notifications from and change your focus depending on what you’re doing. For instance, you can create a Work mode, a Sleep mode, a Workout mode, etc.
There are many new features across the board, such as a new Weather app, updated maps in Apple Maps, an improved version of FaceTime, and more. Safari also has a brand-new look. At first, it was a bit controversial. Since then, Apple has listened to feedback and improved its new take on Safari.
The new version of iOS also scans your photos for text. Called Live Text, this feature lets you highlight, copy and paste text in photos. It could be a nice accessibility feature as well; iOS is going to leverage that info for Spotlight. You can search for text in your photos directly in Spotlight and it’ll pull out relevant photos. These features are handled on-device directly.
You’ll be able to update to iOS 15 if you have an iPhone 6s and later, any model of iPhone SE or the most recent iPod touch model. It’ll be available as a free download.
For users running the iOS 15 beta, the release candidate is rolling out now, ahead of Monday’s public launch.
If you like your iPhone the way it is, Apple has also said that you don’t have to update to iOS 15. For the foreseeable future, the company will still update iOS 14 with security patches.
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This is your opportunity to get a glimpse of the future of iOS, iPadOS and watchOS. Apple just released the first public beta of iOS 15, iPadOS 15 and watchOS 8. Those releases are the next major versions of the operating systems for the iPhone, iPad and Apple Watch. Unlike developer betas, everyone can download these betas — you don’t need a $99 developer account. But don’t forget, it’s a beta.
The company still plans to release the final version of iOS 15, iPadOS 15 and watchOS 8 this fall. But Apple is going to release betas every few weeks over the summer. It’s a good way to fix as many bugs as possible and gather data from a large group of users.
As always, Apple’s public betas closely follow the release cycle of developer betas. Apple also released the second developer beta of iOS and iPadOS 15 today. So it sounds like the first public beta is more or less the same build as the second developer build.
But remember, you shouldn’t install a beta on your primary iPhone or iPad. The issue is not just bugs — some apps and features won’t work at all. In some rare cases, beta software can also brick your device and make it unusable. You may even lose data on iCloud. Proceed with extreme caution.
But if you have an iPad, iPhone or Apple Watch you don’t need, here’s how to download it. Head over to Apple’s beta website from the device you want to use for the beta and download the configuration profile — do that from your iPhone for the watchOS beta. It’s a tiny file that tells your device to update to public betas like it’s a normal software update.
Once it’s installed, reboot your device, then head over to the Settings (or Watch) app. You should see an update. In September, your device should automatically update to the final version of iOS 15, iPadOS 15 or watchOS 8 and you’ll be able to delete the configuration profile.
The biggest change of iOS 15 is a new Focus mode. In addition to “Do not disturb,” you can configure various modes — you can choose apps and people you want notifications from and change your focus depending on what you’re doing. For instance, you can create a Work mode, a Sleep mode, a Workout mode, etc.
There are many new features across the board, such as a new Weather app, updated maps in Apple Maps, an improved version of FaceTime with SharePlay and more. Safari also has a brand-new look.
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With the upcoming release of iOS 15 for Apple mobile devices, Apple’s built-in search feature known as Spotlight will become a lot more functional. In what may be one of its bigger updates since it introduced Siri Suggestions, the new version of Spotlight is becoming an alternative to Google for several key queries, including web images and information about actors, musicians, TV shows and movies. It will also now be able to search across your photo library, deliver richer results for contacts, and connect you more directly with apps and the information they contain. It even allows you to install apps from the App Store without leaving Spotlight itself.
Spotlight is also more accessible than ever before.
Years ago, Spotlight moved from its location to the left of the Home screen to become available with a swipe down in the middle of any screen in iOS 7, which helped grow user adoption. Now, it’s available with the same swipe-down gesture on the iPhone’s Lock Screen, too.
Apple showed off a few of Spotlight’s improvements during its keynote address at its Worldwide Developers Conference, including the search feature’s new cards for looking up information on actors, movies and shows, as well as musicians. This change alone could redirect a good portion of web searches away from Google or dedicated apps like IMDb.
For years, Google has been offering quick access to common searches through its Knowledge Graph, a knowledge base that allows it to gather information from across sources and then use that to add informational panels above and the side of its standard search results. Panels on actors, musicians, shows and movies are available as part of that effort.
But now, iPhone users can just pull up this info on their home screen.
The new cards include more than the typical Wikipedia bio and background information you may expect — they also showcase links to where you can listen or watch content from the artist or actor or movie or show in question. They include news articles, social media links, official websites and even direct you to where the searched person or topic may be found inside your own apps (e.g. a search for “Billie Eilish” may direct you to her tour tickets inside SeatGeek, or a podcast where she’s a guest).
Image Credits: Apple
For web image searches, Spotlight also now allows you to search for people, places, animals and more from the web — eating into another search vertical Google today provides.
Image Credits: iOS 15 screenshot
Your personal searches have been upgraded with richer results, too, in iOS 15.
When you search for a contact, you’ll be taken to a card that does more than show their name and how to reach them. You’ll also see their current status (thanks to another iOS 15 feature), as well as their location from FindMy, your recent conversations on Messages, your shared photos, calendar appointments, emails, notes and files. It’s almost like a personal CRM system.
Image Credits: Apple
Personal photo searches have also been improved. Spotlight now uses Siri intelligence to allow you to search your photos by the people, scenes and elements in your photos, as well as by location. And it’s able to leverage the new Live Text feature in iOS 15 to find the text in your photos to return relevant results.
This could make it easier to pull up photos where you’ve screenshot a recipe, a store receipt, or even a handwritten note, Apple said.
Image Credits: Apple
A couple of features related to Spotlight’s integration with apps weren’t mentioned during the keynote.
Spotlight will now display action buttons on the Maps results for businesses that will prompt users to engage with that business’s app. In this case, the feature is leveraging App Clips, which are small parts of a developer’s app that let you quickly perform a task even without downloading or installing the app in question. For example, from Spotlight you may be prompted to pull up a restaurant’s menu, buy tickets, make an appointment, order takeout, join a waitlist, see showtimes, pay for parking, check prices and more.
The feature will require the business to support App Clips in order to work.
Image Credits: iOS 15 screenshot
Another under-the-radar change — but a significant one — is the new ability to install apps from the App Store directly from Spotlight.
This could prompt more app installs, as it reduces the steps from a search to a download, and makes querying the App Store more broadly available across the operating system.
Developers can additionally choose to insert a few lines of code to their app to make data from the app discoverable within Spotlight and customize how it’s presented to users. This means Spotlight can work as a tool for searching content from inside apps — another way Apple is redirecting users away from traditional web searches in favor of apps.
However, unlike Google’s search engine, which relies on crawlers that browse the web to index the data it contains, Spotlight’s in-app search requires developer adoption.
Still, it’s clear Apple sees Spotlight as a potential rival to web search engines, including Google’s.
“Spotlight is the universal place to start all your searches,” said Apple SVP of Software Engineering Craig Federighi during the keynote event.
Spotlight, of course, can’t handle “all” your searches just yet, but it appears to be steadily working towards that goal.
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Apple has introduced a new feature to its camera system that automatically recognizes and transcribes text in your photos, from a phone number on a business card to a whiteboard full of notes. Live Text, as the feature is called, doesn’t need any prompting or special work from the user — just tap the icon and you’re good to go.
Announced by Craig Federighi on the virtual stage of WWDC, Live Text will be arriving on iPhones with iOS 15. He demonstrated it with a couple pictures, one of a whiteboard after a meeting, and a couple snapshots that included restaurant signs in the background.
Tapping the Live Text button in the lower right gave detected text a slight underline, and then a swipe allowed it to be selected and copied. In the case of the whiteboard, it collected several sentences of notes including bullet points, and with one of the restaurant signs it grabbed the phone number, which could be called or saved.
Certain types of text strings can be recognized, as well: a tracking code will be seen as such and a link to the tracking URL will be made immediately available. Translation can be done quickly too, to or from any language supported by Apple’s other translation tools.
The feature is reminiscent of many found in Google’s long-developed Lens app, and the Pixel 4 added more robust scanning capability in 2019. The difference is that the text is captured more or less passively in every photo taken by an iPhone running the new system — you don’t have to enter scanner mode or launch a separate app.
This is a nice thing for anyone to have, but it could be especially helpful for people with visual impairments. A snapshot or two makes any text, otherwise difficult to read, able to be dictated or saved.
The process takes place entirely on the phone, so don’t worry that this info is being sent to a datacenter somewhere. That also means it’s fairly quick, though until we test it for ourselves we can’t say whether it’s instantaneous or, like some other machine learning features, something that happens over the next few seconds or minutes after you take a shot. Your back catalog of photos will be Live Text-ified in your phone’s idle moments, though.
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During the virtual keynote of WWDC, Apple shared the first details about iOS 15, the next major version of iOS that is going to be released later this year. There are four pillars with this year’s release: staying connected, focusing without distraction, using intelligence and exploring the world.
“For many of us, our iPhones have become indispensable,” SVP of Software Engineering Craig Federighi said. “Our new release is iOS 15. It’s packed with features that make the iOS experience adapt to and complement the way you use iPhone, whether it’s staying connected with those who matter to you most, finding the space to focus without distraction, using intelligence to discover the information you need or exploring the world around you.”

Apple is adding spatial audio to FaceTime. Now the voices are spread out depending on the position of your friends on the screen. For instance, if someone appears on the left, it’ll sound like they’re on the left in your ears. In other FaceTime news, iOS now detects background noise and tries to suppress it so that you can hear your friends and family members more easily. That’s an optional feature, which means that you can disable it in case you’re showing a concert during a FaceTime call for instance.
Another FaceTime feature is “Portrait mode”. Behind this term, Apple means that it can automatically blur the background, like in “Portrait mode” photos. In case you want to use FaceTime for work conferences, you can now generate a FaceTime link and add it to a calendar invite. FaceTime will also work in a web browser, which means that people without an Apple device can join a FaceTime call. All of these features make FaceTime more competitive with other video call services, such as Zoom and Google Meet.

FaceTime is a big focus as Apple is also introducing SharePlay. With this feature, you can listen together to a music album. Press play in Apple Music and the music will start for everyone on the call. The queue is shared with everyone else, which means anyone can add songs, skip to the next track, etc.
SharePlay also lets you watch movies and TV shows together. Someone on the call starts a video and it starts on your friend’s phone or tablet. It is also compatible with AirPlay, picture-in-picture and everything you’d expect from videos on iOS.
This isn’t just compatible with videos in the Apple TV app. Apple said there will be an API to make videos compatible with SharePlay. Partners include Disney+, Hulu, HBO Max, Twitch, TikTok and more. Here’s a screenshot of the initial partners:

Now let’s switch to Messages. The app is getting better integration with other Apple apps like News, Photos and Music. Items shared via Messages show up in those apps. In other words, Messages (and iMessage) is acting as the social layer on top of Apple’s apps.

Apple is going to use on-device intelligence to create summaries of your notifications. Instead of being sorted by apps and by date, it is sorted by priority. For instance, notifications from friends will be closer to the top.
When you silence notifications, your iMessage contacts will see that you have activated “Do not disturb”. It works a bit like “Do not disturb” in Slack. But there are new settings. Apple calls this Focus mode. You can choose apps and people you want notifications from and change your focus depending on what you’re doing.
For instance, if you’re at work, you can silence personal apps and personal calls and messages. If it’s the weekend, you can silence your work emails. Your settings sync across your iCloud account if you have multiple Apple devices. And it’ll even affect your home screen by showing and hiding apps and widgets.

Apple is going to scan your photos for text. Called Live Text, this feature lets you highlight, copy and paste text in photos. It could be a nice accessibility feature as well. And, iOS is going to leverage that info for Spotlight. You can search from text in your photos directly in Spotlight. These features are handled on-device directly.

With iOS 15, memories are getting an upgrade. “These new memories are built on the fly. They are interactive and alive,” said Chelsea Burnette, senior manager, Photos Engineering. Memories are those interactive movies that you can watch in the Photos app. Now, you can tap with your finger to pause the movie. While music still plays in the background, your photo montage resumes when you lift your finger.
You can now search for a specific song to pair with a memory. It’s going to be interesting to see in detail what’s new for the Photos app.

After a recap of all the features of Apple Wallet, the company announced that you’ll be able to scan your ID and store it in Wallet. It’ll be available in participating states so it’s going to be a slow rollout. When a government service wants some info from your ID, you can choose to share some data with this service directly on your iPhone.
When it comes to the Weather app, it has been updated to include many of the features that were available in Dark Sky, a popular weather app that has been acquired by Apple. Expect a new design and more data.

As for Apple Maps, the new mapping data has been rolled out in several countries and Apple is still rolling it out in Europe. Apple has added a ton of new details to some areas, such as San Francisco. You can see bus and taxi lanes, crosswalks, bike lanes, etc. On highways, you see complex interchanges in 3D. All of this is also coming to Car Play later this year.
With transit, users can pin their favorite lines and view info on their Apple Watch. When you’re in a subway or bus, you can see your location in real time. It sounds a bit like Citymapper’s itinerary feature. You can also get directions in augmented reality by holding your phone in front of you.

Apple is also announcing a bunch of new features for users who have AirPods. There’s a new conversation mode that makes it a smart hearing aid to boost conversation volume. You’ll also get more notifications if you’ve activated the “Announce notifications” setting. You can tweak that setting to limit it to certain apps and change depending on your focus mode.
You can also find your AirPods with the Find My app with audio notifications even when they’re in the case. Spatial audio is coming to the Apple TV and Macs with an M1 chip. As announced a few weeks ago, spatial audio for Apple Music is launching right now.
As you can see, iOS 15 is packed with new features. Apple is releasing a developer beta with an initial release today. The public beta phase will start in July. You can expect beta updates throughout the summer and a final release this fall.

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