Apple looks set to enter a new era of 'openness' experts believe following the
launch of health tracking software HealthKit and a new smart home platform, HomeKit, at
its Worldwide Developers Conference Monday night. Lea Simpson, strategy director at digital marketing agency TH_NK, says new partnerships show a more open Apple: “For marketers this
openness changes the opportunity quite significantly. We should shift out thinking from working with the Apple ecosystem to working with Apple.”
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