With iOS 8, Apple has opened up its mobile software, installing big friendly gates in its famous walled garden.
Well, why would Apple do this now?
Adventures In Tech investigates Apple's master plan.
Since its creation in 2007, iOS hasn't really changed much.
Sure it's evolved visually and got new apps, but the way you interact with the software, getting things done by opening one app at a time, this remains the same.
That all changes now however, because with IOS 8, Apple is tearing up the very fabric of it's operating system.
Until now, apps for IOS have been unable to talk to each other, a new tool for developers called extensions for developers called extensions, however, will let apps pop up inside other apps.
So, you could share to more places, mess around with documents, or use non Apple editing tools from inside the Photos app.
Most striking is the power to install third party keyboards, letting iOS customers use something Apple didn't even make as the primary way of interacting with their gadgets.
With iOS becoming more open and interconnected, it feels like Apple is suddenly much more relaxed.
Which is weird.
This iPhone is terrible it doesn't make calls the battery is not charging I don't know how [INAUDIBLE]
Up to this point apple's strict closed approach has made it obscenely rich.
So, why would it go all chilled out now?
The truth is iOS 8 lays the groundwork for Apple to take even more control.
Apple has spent the last decade making mountains of cash from mobile gadgets.
But, lately, smartphones and tablets are starting to feel a bit stale across the board.
Apple needs to think beyond hardware.
So, as we see the smart phone market maturing, handset fatigue really set in.
We start to see software overtake hardware as a reason to buy a device.
So, if ISA really delivers a great core experience the extension of that will really make Apple [UNKNOWN] and want to move forward.
Extending IOS is exactly what Apple has planned.
And in revealing iOS 8, it left a few clues as to where it's headed next.
For instance, check out HomeKit, Apple's new home automation platform that connects the bevy of high tech household gadgets already in existence making it theoretically possible to control your lights, doors, and home appliances using Siri.
Meanwhile, Apple's health kit channeled data from different health accessories into one Apple made app.
If you use an iPhone, then Apple already controls the way you do email or messages.
The new, more open and interlinking software that iOS 8 introduces will spread that control to whole new areas, ultimately giving Apple more power.
Having that power over the consumer to be that hub in their life.
Over all the aspects of your home, turning on the lights, being able to have a health tracking system where you and your family can track one another's progress.
Being that gatekeeper to all that information only deeper ties you into the Apple ecosystem.
It's Apples digital world that gives it real strength.
Apple knows that it can stretch its ecosystem to think like cars, home, and health.
It also expands the reasons to buy it's hardware.
Then of course, there's the delicious information that hardware generates.
All the amount of data they can gather from that consumer is invaluable.
As being a technological gatekeeper, two of the key things in ones home, it allows them to build up a picture of this person to better serve them products.
To better serve advertisers and that data is, is the key.
But, wider its ecosystem the more money Apple can make, and the more valuable data it collects.
Though we do hope it doesn't use this irresponsibly in the future.
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At first blush, IOS8 may look like a new open Apple but in fact the new systems it puts in place are a play for even more control.
And this time over much more than just your smart phone.
What do you think Apple's master plan is and are you looking forward to [UNKNOWN]?
Let me know and check back next time for another adventure in tech.