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Apple is ramping up competition for the hearts and wallets of consumers with slick new software and services including a new mobile operating system that will be available this fall.
The announcements were made at Apple's developer conference in San Francisco, an annual event that is playing an increasingly important role in the company's bid to stanch global market share losses to Google's Android operating system.
Apple CEO Tim Cook said 130 million customers bought an iOS device for the first time in the past 12 months, many of them switching from Android.
In a jab at Android, he said they were seeking a better experience and better life and had bought Android "by mistake."
Longtime Apple analyst Tim Bajarin predicted new features such as family sharing will not only appeal to Apple diehards but could persuade some consumers to ditch their Android and Windows phones and make Apple the digital hub of their lives.
Research firm Canalys says of the 279.4 million smartphones shipped worldwide in the first quarter of 2014, Android accounted for 81% and Apple, 16%.
"Apple delivered a lot of new features for consumers that they will embrace," said Bajarin, president of Creative Strategies. "These will be a big hit with those who are iOS and Mac users and will also entice more people who have not been in the Apple camp to come over."
The new features include mobile health-tracking software that lets people monitor their vital signs and fitness, and easier ways to store and exchange files.
Apple also introduced an updated version of its Mac operating system called Yosemite, after the national park.
Many changes that Apple introduced were designed to help Mac computers work more seamlessly with iPhones and iPads.
A new system called Continuity makes it easier to jump from device to device. For example, you can start an e-mail on an iPad, then finish it on a Mac.
Apple also introduced iCloud Drive, which will let users store files online and access them from different devices, a service that is very similar to Dropbox.
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