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 iPhone 6 and iOS 8 are just the beginning of what mobile apps can deliver

The iPhone 6 and 6 Plus models have surpassed all previous records just three days after their launch, selling 10 million units in their first weekend of sales.  

Both models were launched in the US, UK, Australia, Canada, France, Germany, Hong Kong, Japan, Puerto Rico and Singapore, and from 26 September in 20 additional countries. By the end of the year, they will be available in 115 countries.  

The new iPhones include iOS 8, described as "the biggest release since the App Store", according to an Apple press release. It features "a simpler, faster and more intuitive user experience with new Messages and Photos features, predictive typing for Apple's QuickType keyboard and Family Sharing. iOS 8 also includes the new Health app, giving you a clear overview of your health and fitness data and iCloud Drive, so you can store files and access them from anywhere", it detailed.  

"iOS 8 will have a major impact on mobile app development over the next year. This is a rebirth of iOS. We are only just getting started with this new phase," said Jonathan Tarud, Chief Executive Officer at Koombea, a digital design and development agency at the marcus evans Latin CMO Summit 2014.  

"The opportunity to innovate in these early stages of iOS 8 is very exciting. For the first time apps go beyond what they are capable of doing on their own, thanks to all the new releases and extensions," Tarud revealed. "Companies can drive attention to their brand by showing that they are using the latest platform. Many have already updated their apps to take advantage of the new features, and customers appreciate that. People are more likely to engage with such apps and give them a good consideration when thinking of what to keep or delete. That is going to be key, as apps get just two minutes of people's attention."

Tarud finds that people look down on simple apps that are a watered down version of the company website. When they see that it does not provide much value, they delete the app and are unlikely to give it another try. "The same is happening again as people are made aware of the new features and possibilities of iOS 8. They are engaging more with the apps that support the new features," he explained. As the millions of iPhone 4S and 5 owners gradually migrate to the new platform, having an innovative app will have a big impact on a company's success.  

"There are many exciting developments in the mobile app space, a lot of which is hidden between the lines. When Apple started talking about apps being able to scale to different sizes, not much was disclosed on how everyone would take advantage of that capability. It seems Apple was creating the building blocks for iPhone 6, as well as the iWatch and the whole new ecosystem we are just starting on where people will communicate with the apps on their phone through different extensions," Tarud concluded.  

The marcus evans Latin CMO Summit 2014 is taking place in Panama City, Panama, October 30-31. For more information, please visit:

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