"IOS 12 is created to make your iPhone and iPad experience even faster, more responsive, and more delightful", Apple boasts. The For You tab will make sharing suggestions after group events, picking out photos you might want to share and even leaning into facial recognition to identify people who might want to receive them.
The two technology giants have clashed over data in the past, with Apple chief executive Tim Cook calling Facebook's data use an "invasion of privacy", an idea Facebook boss Mark Zuckerberg called "extremely glib". The Worldwide Developers Conference (WWDC) is typically reserved as the company's moment to show off new software features and operating system updates.
While Federighi said that improving speed and other performance was Apple's major focus with iOS 12, he announced a handful of interesting new apps and features that will be available with the upgrade.
"Apps beg us to use our phone when we should be doing something else", Craig Federighi, the company's senior vice president of software engineering, said at Apple's Worldwide Developer Conference in San Jose, California.
CNET reports the new tools on iOS 12 can be synced across devices, and also allow parents to set limits for kids to help them better manage their children's screen time.
According to The New York Times , Facebook user data about relationship status, religion, political learning, etc was shared between the social network and over 60 smartphone manufacturers. The company said it's shutting down that tracking, unless the user decides to permit it, through a Safari browser update for Mac and iOS devices, including iPhones and iPads.
The update will also help users de-clutter their Mac computer home screens, which can become crowded with icons and files.
Users will be able to try out the first Apple-made AR app, the simple and useful Measure, a digital tape measure.
A broader range of third-party apps will be able to let users invoke Siri for commonly used tasks, much the way competing assistants from Google and Amazon long have. "Well, it turns out these can be used to track you, whether you click on them or not", he said. "Ultimately, Apple might be able to sell more phones by telling people, "Our phones come with these structures that allow you to not spend so much time on your phone'". The app will track and chart how you use your iDevice and send you weekly reports that will no doubt bum you out. It's also reminiscent of IFTTT, an app that connects various digital services with automated "recipes".