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CEO Tim Cook took the stage in San Jose, California, on Monday at its annual World Wide Developers Conference (WWDC) to preview new software features for the iPhone, iPad, Mac and Apple Watch.

Apple faced a backlash late past year when it emerged that the company slowed down some older iPhones with flagging batteries.

The company announced its next-generation mobile software iOS 12 is packed with performance improvements, quirky features like an animated version of you and a tool to help combat your tech addiction.

It will work from any phone made after the 2013 iPhone 5S. Amazon, by contrast, was much more open to controlling apps with its Alexa assistant. What's your favorite new feature?

Apple unveiled new steps to make it hard for advertisers to distinguish among users, building on its effort, begun previous year, to prevent such tracking.

The new software will let iPhone customers track their activity by day, week or month and see which apps they are using most, and even set a limit on how much they can use their phone.

"[Apps] try to draw us in for fear of missing out", Federighi said.

Section 4.2.7 of the rules, initially pointed out by Reuters, say that as long as everything appearing on the screen of an iPhone or iPad is simply mirroring what's happening on a local computer on the same network - exactly what the app does - then the app's OK, as long as it adheres to a couple of other constraints as well.

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Parents will be able to set limits for time their children set in apps and get detailed reports regarding which apps are used. With App Limits, Apple's also going to expand some of its parental controls, so parents can restrict how long their kids spend in certain apps, or certain types of apps. iOS 12 is getting some meaningful updates that will help you be more productive and potentially less distracted by your device.

Seeing as how the tech-giant is expected to unveil a trio of new iPhone models this fall featuring Face ID and TrueDepth camera systems, it would've only seemed appropriate for Apple to also update Animoji - its burgeoning 3D facial imaging and emoticon-avatar generating platform. Animoji can be created to look similar to users' real-world appearance, or with a variety of digital accouterments like hats and costumes.

Apple has given users and app developers a first look at the new tools coming to its devices later this year. Safari now also presents simplified system information when users browse the web, preventing them from being tracked based on their system configuration.

Another rumour, which could be confirmed later today, is that Apple may be giving some third-party developers full access to the NFC chip inside iPhones. In addition, Stocks app now gets News inside it, and it will be available on iPad.

"With iOS 12, we're enabling new experiences that weren't possible before".

Photos will be able to index over four million events and even search for multiple search terms. It'll also keep tabs on which apps send you notifications.

Another example is if Siri detects you are running late for a meeting, it will suggest that you message the person who is hosting the meeting.