Apple announced a host of new features for its mobile and Mac operating systems at its developers conference on Monday, but users might have the feeling that they've seen it all before with with analysts suggesting the company is playing "catch-up".
"I think catch-up is probably the right phrase to use," Peter Richardson, research direction at Counterpoint Research, told CNBC by phone.
"Apple has been - for all of its brilliance in hardware - not particularly good in software and services and has rested on its laurels a lot."
Take News, an app which combines articles from nearly 20 publishers including the New York Times and ESPN and lays them out in a magazine-style form. The articles will be displayed in-app when it launches with iOS 9 this Fall for the iPhone and iPad. The app will also recommend stories based on what you've previously read.