Apple Unveils Two Offerings which Open the Doors to Brand Partnerships

Previously viewed disdainfully by many as being an overly strict "walled garden", Apple is now indicating a new willingness to work with brands by launching two new offerings at their 2014 Worldwide Developers Conference last night (2 June).

'HealthKit' is a health tracking software platform that was first released on the iPhone and iPad. It acts to pool data such as weight and blood pressure from a number of health apps.

Apple's Senior Vice President of Software Engineering, Craig Federighi, explained: "Developers have created a lot of apps for monitoring your health, but up to now the information gathered by those applications lives in silos. But now you can with HealthKit - a single place where applications can gather the data."

Alongside HealthKit, Apple has now released the 'Health' app, which forms a key part of the iOS 8 software upgrade and will also be used by Nike and The Mayo Clinic for their customers.

The second unveiling is a new smart home platform named HomeKit which will allow users to control connected items in their home, from their iPhone to doors and lights. Apple is already in partnerships with Honeywell (thermostats), Philips (Hue lights), Texas Instruments and Broadcom to make use of the technology.

Marketers are keen on the fresh opportunities which Apple's new approach will bring, in contrast to the company's traditional stance of trying to develop everything themselves.

Strategy Director at TH_NK, Lea Simpson, commented: "For marketers this openness changes the opportunity quite significantly. We should shift out thinking from working with the Apple ecosystem to working with Apple."

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