Hasta La Creative!

There was one upgrade that Apple only briefly touched on in its keynote on Wednesday, but it could be the most important change to its platform for brands and marketers: iMessage.

In addition to introducing the iPhone 7 and its cordless headphones, Apple showed off new iOS 10 software, whose updates could have major implications on the messaging space. The biggest innovation is an app store for iMessage, which will arrive with the iOS update next Tuesday.

Apple’s iMessage already reaches close to a billion people daily, according to Christian Brucculeri, CEO of Snaps, a messaging technology agency that has been working with more than a dozen brands to develop apps for the iMessage store.

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