Apple announced its latest mobile operating system update, iOS 12, during its Worldwide Developer Conference Monday, revealing upgrades to security, privacy and digital health services that seem to target some of its biggest competitors.
"Today it was more clear than ever that they really wanted to draw a hard line between where they stand versus where Google and Facebook stand," Loup Ventures analyst Gene Munster said.
Apple also unveiled its new macOS Mojave, for instance, and revealed greater protections on apps and tools that use personal data. The company also unveiled an enhancement to Safari that prevents data companies from tracking users through social media plugins and comment fields. This happens to be a way that sites such as Facebook use to collect data on users when they're not on their platforms, which CEO Mark Zuckerberg addressed before Congress in April.
The new features Apple announced also build and improve upon iOS 11.4's existing capabilities such as augmented reality and Siri's voice commands, and center around improving the user experience.
"Apple is sending a message that the customer is always right, and it's a very different message than Google and Facebook [are sending]," Munster said.
Apple also revealed enhancements to features such as Do Not Disturb and Notifications as well as a tool to monitor overall time spent on the phone and various apps, all of which show the company's interest in user's "digital health." The tools are a response to widespread concerns about smartphone addiction, and mirror some new features being built into Android phones that were announced at Google's own I/O developers conference in early May.
"They're taking what's good about Google and rejecting some of the negative stuff," Munster said.
Apple shares rose 0.8% to $191.83 on Monday, close to a record high. Since the beginning of the year, the stock has increased more than 13%.