July 4, 2022


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Apple World’s Full Scope Is Coming Into Focus

The next version of the iPhone’s operating system will be available in the coming weeks, and per usual, Apple is promising that it will deliver some of the world’s best software experiences. Just know that if you want to live in Apple World, you should have your Apple Watch, 4K Apple TV, iPad, brand-new MacBook, and credit card ready.

Not really. But also, that’s not far from the truth. Apple’s Monday morning keynote address for its annual WWDC developer conference—an event that’s designed to get app-makers excited to make more apps—emphasized above all tight interoperability between Apple devices, Apple software, and Apple’s growing list of subscription services.

Want to share media to your TV screen while you’re having a “watch party” with friends? You’ll have to use FaceTime, fire up the Apple TV box, and maybe subscribe to Apple TV+ too. Want to catch up on all the photos or music tracks your friends have been texting you? I hope you’re using Messages and Apple Photos, and I hope your Apple Music subscription is up to date. Want to take advantage of all the enhanced audio features Apple is rolling out on Apple TV+ and Apple Music? Charge up those AirPods Pro.

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This week’s keynote for software devs was mostly about making Apple stuff work together more efficiently. This is not entirely unusual; the WWDC kickoff is frequently the most theatrical, consumer-centric portion of the technical conference, and developers will spend the rest of this week participating in virtual coding sessions that are relevant to their livelihoods. But Apple is doubling down on its position that an integrated software experience is superior, and more secure, right at a time when it’s being scrutinized for the immense power and influence it wields over app makers and the overall consumer tech experience. (Executives on Monday also ignored the elephant in the room—Apple’s App Store “tax”—while competitors like Facebook and Microsoft are now courting developers with more financially rewarding profit-sharing policies for app sales.)

“Apple showed it’s all in on ecosystem lock-in,” says Avi Greengart, president and lead analyst at Techsponential. “And, you know, this is the way that Apple makes one-plus-one equal three. When you buy one Apple product, you find yourself wanting to buy more because the experience is designed to be better with more of them.”

Try the Combo Platter

For anyone not already super familiar with Apple’s tech ecosystem, the keynote might have been a dizzying deluge of product names and integrations. But as you watched Apple’s presenters hop from new feature to new feature, you may have noticed that many of iOS 15’s coming enhancements position the iPhone as a kind of command center for other Apple products—one that highlights Apple’s subscription services above others.

The new SharePlay feature, for example, lets you share music tracks, movies, and your primary screen with anyone you’re FaceTiming with. But those music tracks are Apple Music tracks, and if you’d like to co-watch an episode of Apple TV+ hit show Ted Lasso with a friend, you’d better both be Apple TV+ subscribers. As WIRED’s Julian Chokkattu wrote in his overview of what’s new in iOS 15, “Want to listen to a new album with your friend in sync at the same time? You can bring in tunes from Apple Music. Maybe you want to watch a movie with your long-distance partner while video chatting? Easy. You can AirPlay the movie to your TV at the same time to watch it on the big screen.”