Apple drives changes in behaviour like nobody else. What might the key announcements from the event mean for the ad industry?

Like many Apple events before it, September’s event didn’t introduce any new technologies or products, but that’s not to say what was announced isn’t worth investigating.

Unlike other innovative companies, Apple doesn’t tend to lead the market, but it drives changes in behaviour like nobody else – that’s why what Apple does is vital for marketers to understand.

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