'You have got to remember, we're supporting devices that were introduced in 2013. 'Software updates are super important,' he added. We have delivered through the years amazing features, from the App Store to iMessage.' First of all, we have a 95 percent customer satisfaction rate with iOS 11… it's great.

'But, to your point, there's been so much that people forgot about how great software updates are. 'Which is about the craziest thinking in the world, where I give you a shitty experience so you go buy our new product,' quipped Joswiak. Joswiak quickly dismissed the idea as 'about the craziest thinking in the world,' and talked up iOS 12 as a 'really good update.' Gruber expressed that part of Apple's emphasis on those performance improvements on stage must be to counter the notion of planned obsolescence, or the idea that it deliberately slows down older iPhones with software updates to drive customers to upgrade to the latest and greatest models. On an iPhone 6 Plus running iOS 12, for example, Apple says the keyboard appears up to 50 percent faster, apps launch up to twice as fast under heavy load, and the camera opens up to 70 percent faster from the lock screen.

One of those announcements, revealed by software engineering chief Craig Federighi, was that iOS 12 more quickly ramps up peak performance when needed for a faster and more responsive experience on all supported devices, going all the way back to the iPhone 5s and iPad Air, both released in 2013.

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