What is clear is that Apple is banking on users becoming more interested in AR experiences. He demonstrated the new tools on stage and used Facebook as an example of a site asking to monitor user activity. This announcement by the telecom giant came amidst an increasing emphasis on protecting privacy post a data scandal that involved a leading social media platform and the implementation of new rules by the European Union (EU) for online services.
With this improvement coming to millions of devices it certainly looks set to make older iPhones more user-friendly but Apple is also trying to make sure its customers are aware of just how long they are spending on their devices.
Apple could change course on this-it wouldn't be the first time they said something isn't happening multiple times only for it to happen.
Apple vice-president Craig Federighi said it was part of an effort to "shut down" efforts by companies like Facebook to build businesses based on trading in people's privacy. Memoji will be available only on iPhone X running iOS 12.
"As a result your Mac will look more like everyone else's Mac, and it will be dramatically more hard for data companies to uniquely identify your device", Mr Federighi explained. Federighi confirmed that, saying there's likely plenty of interest in porting iOS apps to macOS, and that Apple's been working on a way to simplify that process - all while maintaining two separate OSes to serve different use cases and device form factors.
When Apple releases the new iOS 12 update, you'll be able to use the group FaceTime feature with up 32 simultaneous participants.More news: Garbiñe Muguruza sends Maria Sharapova crashing out of French Open
Cook said he'd been testing them out and was alarmed at what he found.
How is Apple addressing smartphone addiction? He said that the idea to do something like this "is so foreign" to Apple.
"If Apple has major improvements to Siri in its labs, it did not show them off today".