Another fun bylined piece that I wrote as part of my day job. I often get tapped to write about Apple announcements, due to my Lifewire work and long-time interest in Apple and the iPhone. Generally, I try to provide some context in which to think about the announcements that removes the hype and excitement. I also try to deliver a sense of how the announcements might shape the future. In this case, I’m writing for an audience of advertisers and big companies, rather than consumers.