Earlier this week, iOS 11 was released for iPhones and iPads. Many have been anxiously awaiting the arrival of the release and the potential for new design changes and functionality.  Some new features include a revamped control center, peer-to-peer Apple Pay, improvement to Siri improvements, do not disturb driving mode and many more.  However, with every major update, users are still missing features that had been requested in prior updates.

Connectivity Controls are somewhat more confusing. The new Control Center is the main place for connectivity controls. Previously, when tapping on either Bluetooth or Wi-Fi, those connections would disconnect and no further action would be necessary.  Now, when you tap them, they are only disconnected from that current device.  In order to turn them off completely, you have to go into Settings or turn on Airplane mode.

Siri and other functions have been updated in iOS 11, creating new options for users.  With the new functionality, users are able to easily pay their peers through text, stay organized with the new Files app, and simply making everything “easier” for the everyday user.

For advertisers, there are some concerns regarding the Intelligent Tracking Prevention that is launching with Safari 11 (on both mobile and desktop).  ITP uses an algorithm to identify tracking behavior on the browser.  Apple claims this is to protect users' privacy and it's not about ad blocking.  Even though the two giants in digital advertising, Facebook and Google, are less likely to be affected as their users are logged in 24-hours a day, smaller companies are likely to see a decrease in remarketing effectiveness. The larger concern for digital advertisers however is how ITP will continue to develop in future versions of the Safari browser.  

Most of the changes made in iOS11 were minor and probably won’t have a big impact on how iPhone users interact with their device on a day-to-day basis. There are some fun features like being able to record your home screen and the more serious emergency mode, however iOS11 appears to be a minor update from iOS10.  For those still waiting for group video FaceTime chats, or a quicker way to delete emails...hold on...and let’s hope the next iOS updates meets all our demands.

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