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What we learnt from Apple's keynote announcement

It was a packed keynote for one of the biggest companies in the world, but what did we learn from it?

THERE WAS NO major announcement during Apple’s opening event, but it was definitely one of the busiest keynotes it has given.

Spanning two hours and covering a range of products such as iOS 8, which is likely to arrive in September considering previous iOS updates were released that time, as well as rumoured features like Homeplace and Healthkit, there was no shortage of talking points, but here are the most important factors to take from it.

Apple looks like a happy and jovial company, but it’s still just as ruthless

If you’re one of the biggest and richest companies in the world, you probably have reason to be confident about what you’re doing, but Apple seemed to be particularly easy-going during this keynote. It was probably one of the more enjoyable events it’s held, and part of that was down to its lighthearted approach.

From jokes about it considering the name OS X Weed for its new Mac operating system, to calling Dr. Dre on a Mac, the two hours went smoothly and even made people excited about the company again. This was mostly down to Craig Federighi, the company’s vice-president of software engineering, who just seemed to enjoy his time on stage.

However, when it had the chance to put the boot into its rivals, it didn’t hold back. Google and Microsoft won’t be too happy with Apple’s remarks about Android being the number one device for malware, and the low uptake of Windows 8 among other things. Although both have taken shots at Apple in the past so maybe this is par for the course.

Apple Conference Jeff Chiu / AP/Press Association Images Jeff Chiu / AP/Press Association Images / AP/Press Association Images

Apple is beginning to take the cloud seriously

Apple’s current cloud service iCloud is, to put it bluntly, a mess. It only works with iOS devices, its storage space is limited and it lacks any kind of sharing features you would associate with regular cloud services.

iCloud Drive appears to be Apple’s answer to this. Both syncing with all Apple devices and working on Windows devices, it looks like a genuine attempt to deliver a cloud storage product that’s accessible and useful.

More importantly, iCloud Drive’s prices are now in par with competitors. The first 5GB are free, but an extra 20GB can be purchased for $0.99 per month ($12 per year) and 200GB for $3.99 per month ($48 per year), meaning it can mount a better challenge against rival services.

The likelihood of it tempting people away from the likes of Google Drive or Dropbox is slim, but at least it has a service that Apple users will now find use for.

iOS 8 could seriously hurt some established apps, but it will also build hundreds in the process

Call it inspiration or blatant stealing, but those paying close attention to the new features announced during Apple’s keynote could have easily made a list of apps and services whose features appeared in iOS 8 and Yosemite.

Features from the likes of Snapchat, Voxer, Android, Dropbox, Steam, Shazam (although that’s really a partnership with Siri), Swiftkey, Google Play, Samsung, LG, and more could be spotted if you took a forensic approach to its keynote. Few of them are going to be happy to see their ideas being taken by Apple and applied into its new OS, especially if it results in users migrating.

Nobody is under any illusions that Apple has come up with all these features by itself, but that was never the point. The real draw is it’s brings all of these services together and designs them so well that completing an action is easy and intuitive, something that Apple does well.

Yet at the same time, it’s opened up iOS to developers, allowing the possibility for greater customisation and experimentation. Its new programming language, Swift, left its (admittedly overoptimistic) audience of developers excited while apps, which were standalone before, can now offer services and communicate with other apps while TestFlight allows developers to invite users to beta-test apps, speeding up the development process.

Apple Developer apps Apple.com Apple.com

These changes may seem insignificant on their own, but considering how closed iOS was originally, this openness is particularly exciting for developers, who can use the likes of Touch ID to improve what they’re offering.

Currently there are 1.2 million apps in the app store, but if the audience’s reaction to Swift is anything to go by, that number is only going to increase further.

In the instant messaging sector, WhatsApp’s biggest rival is iMessage.

WhatsApp recently passed the 500 million user mark making it a significant milestone in the app’s history. Yet while people focus on similar apps like Line, Snapchat, and Viber, its real competitor could actually be iMessage.

To put that into perspective, Apple revealed it has sold 800 million iOS devices, 500 million of those being iPhones, 200 million are iPads and the remainder 100 million being iPod touch devices. Even looking at the iPhone alone, that’s still on par with WhatsApp, but both are going to grow and improve over time.

Including its updated keyboard, which it badly needed, as well as the option to install a third-party keyboard like Swiftkey, the real update is the ability to include audio and video messages similar to Voxer and Snapchat that will disappear after a few minutes.

Chances are people will use both services, but it’s will be unsurprising if more iPhone users opt for iMessage when iOS 8 rolls out.

The iPhone is no longer a smartphone, but a lifestyle device

There is an argument that this has been the case with smartphones for a while now (and you would be correct) but Apple’s decision to partner with different companies and bring them all under the one service means it’s different than just installing an app.

The announcement of HomeKit was already expected, but the smart home market is only going to grow so that was expected. Compatibility with devices is usually the biggest issue with smart objects and if Apple can convince enough companies to back it, on top of the few it already has, offering that level of functionality with ease of use will make the iPhone a more desirable device. 

For HealthKit, it brings together all data from fitness trackers and partners with health institutions to receive and transmit data from your checkups. The company says it has strict privacy protections in place to ensure such sensitive records stay safe.

While Apple didn’t announce a smartwatch or device, it did something far more important. It laid down the foundation for future products in both home and healthcare spaces, and if either one lives up to its potential, then it will have much to look forward to.

Read: Apple takes on Dropbox and WhatsApp with iOS 8 and Mac OS updates >

Read: Samsung takes first steps away from Android by announcing first Tizen smartphone >

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17 Comments
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    Mute Mark Gerard Lochlain
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    Jun 27th 2015, 8:24 AM

    Awww such a pity!!!! I actually only saw the shop for the first time a few weeks back in Powerscourt and thought I’d bring my nieces there someday!!! It looked lovely all the best.

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    Mute Tallaght two
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    Jun 27th 2015, 10:16 AM

    this is more a salient lesson on being careful where you move your business and unfortunately is not a good advert for powerscourt. hopefully they make a go off it online. the demand definitely exists it the location didn’t support them.

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    Mute Mark Fran
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    Jul 5th 2016, 10:23 PM

    Life is all about good and bad experience
    Life is all about good and bad experience. It was all good and lovely when i met jully, she was a good business woman until things become rough for her and her business empire started liquidating. I was a very courageous and hardworking man so i decided to sell my inheritance to assist . We both struggle together and built the business world again. This time around the business was growing from strength to strength. I was surprise one Sunday evening when she came home with her secretary and told me that we cannot continue with this pretense called love. I was shocked and heart broken, i was in a friend, house for three weeks frustrated until i met fernando my old friend at the supermarket, he directed to me to Dr saka. I contacted saka and he told me that Jully was been manipulated by some spiritual power and he told me to provide some items which he is going to use to destroy the evil spirit. I never believe in voodoo but i had to give him a trial. To my greatest surprise, Jully called and started apologizing 2 days after i sent Dr. Saka the email. I am very happy and will continue to be happy for the good work the Saka has done in my life. Problems are been solved when good people like Saka are on this planet, please contact him through ultimatespearcast@gmail.com if you need any support in any problems in life. I love Dr Saka … :)

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    Mute Chauncey Gardiner
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    Jun 27th 2015, 8:39 AM

    Such a shame! You can’t cuddle a smartphone kids!

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    Mute David McShite
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    Jun 27th 2015, 9:15 AM

    It’s so strange. We all read the most terrible of news stories every day, we are seldom surprised or shocked to any great extent as terrible things in the world have become the norm.
    But this little story just came in under the radar and made our inner child shed a tear.
    I hope they find a way to continue.

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    Mute Aaron Burns
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    Jun 27th 2015, 8:26 AM

    This is an awful shame, but I guess in this day and age people would just go out and buy a new doll/ teddy rather than get it repaired.

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    Mute Evelyn Hughes
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    Jun 27th 2015, 11:47 AM

    U can’t buy a new best friend

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    Mute Anya
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    Jun 27th 2015, 9:08 AM

    Have had my teddy since I was born (am 28 now) and he was quite battered so I brought him here. They did a great job at fixing him and I’m eternally grateful, I’d have been devastated to lose my bear. Such a shame they have to close the doors :(

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    Mute Dave
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    Jun 27th 2015, 8:50 AM

    Had my 36 year old teddy fixed there so that my son could have it. They did a great job. Such a shame they’re closing, but that’s the way of the world now. Easier to throw away and buy a new one.

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    Mute Malvolio32
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    Jun 27th 2015, 8:47 AM

    You have to love that sign, wonder is it original, or based on something else?

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    Mute Melissa Porter Nolan
    Favourite Melissa Porter Nolan
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    Jun 27th 2015, 1:34 PM

    Yes it’s original, designed & made by James Hankey, Tallaght, Dublin. It’s stood the test of time. It was out doors for almost 30 years. I still love still.

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    Mute Bobby Connolly
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    Jul 6th 2015, 9:51 PM

    Melissa, Robert and Lu here. Just caught the article on the Journal about the shop closure. So sorry to hear that and we hope the online business goes really well for ye though I guess nothing makes up for the day to day involvement in the shop. Best wishes for the future.

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    Mute Mel Healy
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    Jun 27th 2015, 9:01 AM

    A sad end. Teddybear Varadker should be ashamed of himself.

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    Mute Karen NíDhochartaigh
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    Jun 27th 2015, 9:21 AM

    devastated I only recently discovered the place and wanted to bring in my first ever teddy so I could then pass it to my little girl :’(

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    Mute Alan Lawlor
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    Jun 27th 2015, 10:10 AM

    Those damn HSE budget cuts are hitting everywhere

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    Mute Malvolio32
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    Jun 27th 2015, 9:24 AM

    Am I the only one here who never remembers having a teddy bear, I had a little shovel I brought everywhere?

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    Mute Charlie Mountney
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    Jun 27th 2015, 9:39 AM

    So you didn’t forget your shovel Malvolio?

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    Mute willow
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    Jun 27th 2015, 3:32 PM

    First Clerys and now The Dolls Hospital. Dublin is definitely changing and not for the best. Loved that Dolls hosp…..

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    Mute Alison Sutcliffe
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    Jun 27th 2015, 12:04 PM

    Such a huge part off Dublin history closing. Knowing the hospital was there for my teddies as a child growing up was a big thing for me and for my children now. We have visited the hospital and had teddies restored over the years. Such sad news to hear you are closing. like to thank you for all the care and love you gave to dolls and teddies that where each and every child’s pride and joy and much loved toys over the years.

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    Mute Maximus
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    Jun 27th 2015, 4:17 PM

    This is what should be on Grafton Street (rent free of course

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    Mute SnowCailín
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    Jun 27th 2015, 2:26 PM

    Does any business do well on top floor of shopping centre. This one seems like it could be a really good online business – and could possibly attract custom from abroad. I really hope it tries online as a way to survive – it’s a national treasure for a few generations!

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    Mute Terri O'Gorman McCormick
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    Jun 27th 2015, 4:20 PM

    Where are the dollies and teddys gonna go now. So sad!! Just another little bit of magic gone!!!

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    Mute Melissa Porter Nolan
    Favourite Melissa Porter Nolan
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    Jul 18th 2015, 11:24 AM

    They have all been packed up with lots of TLC & some sadness. I have kept the collection together in the hope someone or some place will have a suitable home to display them again once and for all. Melissa

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    Mute Ciaran De Bhal
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    Jun 27th 2015, 10:55 AM

    I can remember the shop in Mary St. No. 5 or 6 maybe? My Dad had a dancewear shop in No.3. I used to love going in to the dolls hospital on Saturdays.

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    Mute Wyon Stansfeld
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    Jun 27th 2015, 3:11 PM

    Very sorry to hear that Dublin can not even support one decent toy shop, all the best for the future Melissa

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    Mute Michael Sands
    Favourite Michael Sands
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    Jun 27th 2015, 8:06 PM

    Loads of jobs are still going but no one says a word unless the government promises new jobs that are coming years down the road but never arrive…

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