The Week in Mobile: July 6-10, 2015


Pinterest unveils developer platform, Twitter rolls out mobile ad tools, Apple releases iOS 9 public beta and more

Each week we round up the top news stories, think pieces and other content that centers on the fast-paced, quickly changing world of mobile technology. We tell you which companies are employing clever mobile strategies, illuminate new ways of thinking about mobile and offer a peek at meaningful trends in the industry. This content is designed to inspire you and your company to take advantage of the many benefits mobile can offer.

Pinterest Prioritizes Mobile Pins with New Integrations

In May, Pinterest announced it would let third-party developers tap into its APIs as a way to expand its user base. Two months later, the Pinterest developer platform is now live with two partners: Polyvore and IFTTT. On Polyvore, users will see a “pin here” button while they create sets of fashion, beauty and home products. IFTTT users can connect their Pinterest accounts to hundreds of devices and services, setting up “recipes” to automatically pin to a board after performing an action in another app, such as liking an Instagram photo or upvoting a Reddit post. With both integrations, the idea is to make pinning quicker and more seamless, removing the clunky experience of switching back and forth between apps.

Twitter Rolls Out New Mobile Ad Tools

Some marketers have doubted Twitter’s advertising capabilities, and new product additions announced this week—both geared toward mobile—aim to address those concerns. Twitter launched its mobile Ads Manager, which allows advertisers to monitor campaign performance metrics on the go. With one touch of the Twitter Ads button, campaign managers can view a performance summary, drill down into a specific campaign and edit campaign bids.

Twitter also announced a tool that will make it easier for advertisers to promote mobile apps with video embedded directly into sponsored tweets. App marketers will now have more flexibility in how they pay for ads, whether it’s per ad click or per actual app install. As marketers navigate the rapidly growing mobile ad market, Twitter isn’t the only one investing efforts to make its mobile offerings more appealing. The company’s announcement follows Facebook’s recent rollout of a similar feature: the ability to pay only after a video ad has been played for 10 seconds.

Apple Releases Public Beta of iOS 9

For the first time in the history of iOS, Apple has released a public beta version of iOS 9. The new operating system offers a multitude of feature upgrades, including a smarter, more proactive Siri, multitasking on iPad and the ability to use Spotlight to search for content within apps. In addition, iOS 9 will include new built-in apps like Apple News and Apple Music.

iPhone 6S to Feature Force Touch

The next iPhone will include a Force Touch display, a key feature that was originally announced for Apple Watch and now included in the latest MacBook models. The pressure-sensitive technology allows users to trigger various controls depending on how hard they push the display. With Force Touch, developers can create additional menus or options that appear when a user presses harder on the screen, adding an entirely new dimension to the iPhone experience.