While the average consumer may be disappointed by the lack of shiny, wallet-draining, new electronic toys announced by Apple at their developer's conference, WWDC, developers themselves have a lot to look forward to (and maybe a little bit to be afraid of).

Say hello, Swift. 
(credit: wired)


The headline news is Swift - Apple's brand new programming language, announced on Monday night in downtown San Francisco. It promises to blend in seamlessly with the language it'll supercede, Objective-C, and to democratise development with easier entry and faster processes. More than that though it can run code as it's written, rather than needing completed blocks to be processed. Beyond that they're 'borrowing' some almost Android-like features, better communication between apps and even third-party widgets, adding customisation to the famously locked-down experience. Albeit they do risk some backlash from the likes of WhatsApp and Snapchat by pretty blatantly lifting some of their most innovative features for the revamped iMessage.

Apple's courting of the developers is hugely important, as is it seemingly letting down its barriers with regards to more co-operation with other large companies. Including Bing as its search driver for its revamped Spotlight feature Apple is taking aim at a clear enemy, and before it really goes to do battle its amassing allies left right and centre (even buying Beats). The co-operation with Microsoft and a welcoming embrace for third-party widgets are a clear indication of Apple looking to bring as many people on board as possible in its overall quest to topple its largest rival, one that just stole its crown of 'most valuable brand'.

Finally Apple is looking to deliver the 'thermonuclear war' it promised; Google is in its sights.