How to Reach your Market in a World Ruled by Generative AI
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The Apple change that has flown under the radar [Video]

Categories
Mobile Marketing
By Kevin Roose

This year, when Apple announced iOS 18, the latest version of its mobile operating system, most of the attention went to its slate of new artificial intelligence features.

But a lesser-noticed change in iOS 18 — a tweak to an obscure feature that allows users to share their contact lists with various apps — may wind up being more important.

The drama demonstrates how powerful gatekeepers like Apple have become and how even minor changes to Apple’s products can create dramatic ripple effects in the rest of the tech industry.Credit: Bloomberg

That’s because “contact sync,” as the feature is known by some developers, has played a critical role in the growth of many social and messaging apps for the past two decades. It’s how apps like Instagram, WhatsApp and Snapchat were …

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