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How Apple Is Trying to Entice These Key Demographic Groups


Jun. 13 2019, Updated 3:19 p.m. ET

Apple iOS 13

Recently, Apple (AAPL) announced its upcoming iPhone operating system, the iOS 13. The iOS 13 will have improved maps, Siri, reminders, and CarPlay, among other features. The company also promises faster app launch, faster face ID unlock, and optimized battery charging with the new version of its iPhone operating system. Apart from these upgrades, Apple seems to be trying to woo Chinese women.

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Special feature for female iPhone users

Since Apple announced its mobile health app during the Worldwide Developers Conference 2014 event, it has already become quite popular among health-conscious people. Last week, Apple announced an important feature for its health app, which will be available on iOS 13.

The upgraded version of the iOS 13 health app will allow female users to keep track of their menstrual cycle using the iPhone. Based on a user’s collected data, the health app will be able to make predictions about a woman’s periods and fertile window and also notify the user about them in advance.

Apple also plans to include a feature to educate its female users about their menstrual cycles apart from additional features such as cycle history, cycle statistics, and cycle visualization. This new health app upgrade will also be available on the newly announced Apple Watch operating system, watchOS 6.

Focus on China

Apple’s upcoming iOS 13 will also be equipped with typing predictions for Cantonese. For iPhone users in China, the company is also adding an improved QR code scanner and a flashlight option. In the last couple of quarters, iPhone sales have declined sharply, especially in the Chinese market. In early April, Apple cut iPhone prices in China after a tax cut in the country.

It will be interesting to see how iOS 13’s new features targeted to women and Chinese consumers help Apple boost iPhone sales going forward.


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