Apple Just Debuted Powerful New Augmented Reality Features

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The new OS' improved notification management will let users have notifications delivered quietly, turned off, or grouped together for clarity.

Get Data Sheet, Fortune's technology newsletter. Of course, some people have things like jobs and other pesky obligations that might prevent them from focusing on an Apple event for several hours.

iOS 12 will finally be revamping Apple's reviled notification system and granting users some ability to control them, including granular notification controls and bundled notifications. The phone's screen can also be set to dim automatically just before bedtime.

Other new features include parental controls to limit the time children spend in apps, as well as which apps they can use. This feature will also be helpful for parents who want to limit their children's screen time. Daily and weekly reports will track notifications, indicate the time spent in individual apps, and even note how often users are picking up their devices.

This builds on Apple's efforts announced in 2017 to restrict web cookies, which also allow advertising companies to track users across the internet.

Apple's software upgrades also include features that help users understand how much time they are spending on their devices, amid concerns of growing smartphone addiction.

Apple's invite for WWDC 2018.

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Unlike Facebook and Google, Apple doesn't depend on online ads dictated by data about a user's interests.

While the iPhone is Apple's most important product, iOS software is the heart of the device. "It's an arms race and I believe Apple may be winning". During the demo, Federighi specifically used Facebook as an example of the tracking. You might, for instance, tap on an image in a news article to view the object in an interactive 3D environment. Designed in collaboration with Pixar, a new open file format, usdz, makes it easy to experience AR almost anywhere in iOS, including apps like Messages, Safari, Mail, Files and News, delivering powerful graphics and animation features.

Apple is trying to extend AR experiences to a broader population, rather than just hard-core, tech-savvy users. What remains to be seen is whether there is enough of a compelling reason for someone to use AR, even if it's built-in to everyday apps.

Apple wants its digital assistant Siri to do more. That puts a lot of pressure on Google to do the same.

The iBooks gets a new design, support for audio books and from now on - it will be called Apple Books. When a friend receives photos from an event, Apple will then suggest that the friend reciprocate with photos from the same event.

Some observers on social media said the updated Photos app is similar to Google Photos. Multiple users can use the same AR features on different devices. Users can also set time limits for apps and when time is up, they are notified.

The full list of devices that will get iOS 12 is coming to is as follows: iPhone 5S, iPhone SE, iPhone 6/6 Plus, iPhone 6S/6S Plus, iPhone 7/7 Plus, iPhone 8/8 Plus, iPhone X, iPad mini 2, iPad mini 3, iPad mini 4, iPad Air, iPad Air 2, iPad (2017), iPad (2018), iPad Pro (9.7, 10.5, and 12.9-inch models), and the 6th generation iPod touch. The company showed off how photos taken on iPhones can instantly appear inside a Mac document. As usual it brought with it the next version of its mobile operating system iOS, this time revealing iOS 12.

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