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The company added new text messaging features, including a predictive typing tool, and a new feature to help people store more photos on their iPhones.ДЄppleвЂ™s rivalry with Google was evident. To ease development of applications for the iPhone, iPad and Mac, Apple also introduced an entirely new programming language called Swift, which was greeted enthusiastically by the audience.ДЇor consumers, Apple also showed new mobile search features that give direct links to relevant web pages if users are making certain common queries, letting people avoid Google. The programs are currently isolated so data canвЂ™t be shared with another tool. The company added ways for apps to work more closely with each other-for example, a photo edited in one app can be quickly added to another one. Apple, which has faced criticism from developers who said their apps are hard to find in the companyвЂ™s crowded App Store, also displayed new search tools, testing features, and previews so developers can make short videos to showcase their apps. Apple said it worked with a dozen or so home automation companies on the underlying technology for HomeKit. вЂњWe think this is going to be really important for health care,' said Craig Federighi, AppleвЂ™s senior vice president, at the event.ДЄppleвЂ™s HomeKit will allow developers to create more apps to help consumers use their mobile devices as a sort of remote control for their homes. Apple has been developing its own wristwatch-like device and hiring people with experience developing health-related products.ДЄpple said it is working with Nike Inc. It includes health-tracking software, which shows the companyвЂ™s growing interest in wearable technologies.

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Apple said its new mobile software will be available this fall. While AppleвЂ™s hardware is widely praised for its elegant and simple design, reception to its suite of services for maps, photo organization and text messaging, among others, has been mixed. Lovine was among the attendees at the event, which is AppleвЂ™s 25th developer conference and included developers as young as 13 years old.

The company plans to keep the music and headphones products as a separate brand, a first for Apple, and the deal brings on board music industry veteran Jimmy Iovine and musical artist Dr. The event follows last weekвЂ™s announcement that Apple is buying headphones and music-streaming company Beats Electronics LLC for $3 billion, another move to boost growth.

With iPhone and iPad sales no longer the source of growth they once were, Cook has been under pressure to deliver another hit.

вЂњTogether, they provide an integrated and continuous experience across all of our products.' The updates offer a glimpse of AppleвЂ™s direction since the death of co-founder Steve Jobs in 2011. вЂњOur operating system, devices and services work together in harmony,' Tim Cook, chief executive officer at Apple, said at the event.

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