>> Execs boasted of the 2 million apps currently available in the App Store, the share volume has made it hard for developers to find an audience. Apple announcing in the run-up to this week's conference it would allow ads in App Store search results and give developers a bigger cut of sales revenue.
Opening up Siri to developers is a move aimed at improving the iPhone experience. The iPhone is Apple's best selling product making up two-thirds of sales. The sales started to slow this year for the first time since its launch. Siri will also soon be available on Mac and Apples messaging app, which is about to start looking a lot more like Snapchat.
Messaging has become one of the key battle grounds among the tech titans of Silicon valley. But while executives had plenty of news to share with avid consumers they also seemed eager to convince developers but Apple is still worth working with.>>
We're about to pass $50 billion paid directly to developers. This is absolutely amazing.>>