Since launch, the iPad has seen several marketing thrusts to position it as a device that can ‘do a lot’ – primarily to counter the talk of it being merely for consumption of content. In May last year, Apple released the ‘Everything changes with iPad’ ad – ‘take on a new project, pick up a new skill, or start a new hobby’.

So another Apple Event, again executed to near clock work precision was held yesterday. Most of the announcements were on expected lines: new iPhones, the iPad Pro, revamped Apple TV etc. While it seemed like an incremental update to everything, what was revealed was hardly incremental.

Messaging apps have morphed and grown over the last few years. They started off as simple chat platforms but have innovated constantly and kept pace with the societal trends. Today, they are vastly different from their early days – they are seen more as ‘platforms’ offering a variety of features & benefits.

Remember your first tweet? Many users of Twitter shared their first tweet last week and commented how embarrassed they were about it. The reason? Many of the first tweets displayed a a tentativeness – of being unsure how to use this new platform. Over the years many have become ‘experts’ at using the platform for whatever they choose to do best – sharing interesting articles, news, opinions or simply self promotion.