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Apple in recent years has made the task of engaging with consumers much more conditional for third parties on its platform, though a slew of updates and added features this year has at least given brands more of a running chance at being noticed. The tech giant’s iOS 16.1 Live Activities update is the latest example, offering brands the chance to be pinned to an iPhone user’s lock-screen for 12 hours at a time — though, such prime real estate isn’t just a given.
Live Activities launched in late October and allows third-party apps that track real-time activities to be pinned to the lock screen for eight hours of live tracking and four hours of inactive use. The new feature has the potential to offer brands a major boost in terms of visibility and ease of access, said Mike Herrick, senior vice president of technology for software company Airship in an email to Marketing Dive. Whether it be food delivery apps updating consumers on their order status, fitness apps highlighting live workout stats, ridesharing platforms sharing precise location information of drivers or even news sites sharing election results — all before consumers even unlock their iPhones.
“Live Activities arguably offers third-party apps the most visible user experience ever on iPhones. That’s especially true considering the minimal — sometimes zero — effort required from app-toting customers to benefit from them,” Herrick wrote in a blog post.
The feature seems to be the marriage of push notifications and the Widgets feature, a tool that offers a continuous presence on consumers’ home and lock screens. Live Activities feed on push notifications in order to stay updated, and while they live on the lock screen, the tool will only last for a limited time after its allotted window of use. Perhaps a welcomed upgrade from push notifications themselves, which create a new slot on the lock screen per update, Live Activities…
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