Of all the announcements at Apple's recent World Wide Developer's Conference, the sweeping changes to its iMessage service was the most telling, and potentially most alarming, for competitors.

It's all apples

Apple is rolling out a slew of new features of its messaging service, which makes it look a lot like WhatsApp and Snapchat.

Users will now be able to send short audio and video messages, and create group conversations. If these group conversations get too noisy, users can mute them.

Apple also unveiled QuickType, a new iPhone keyboard system that goes one step beyond predictive text – QuickType attempts to predict entire conversations. So if a friend asks you a question, QuickType will offer you a number of responses. 

QuickType also analyses language to determine whether you're composing a formal email, and adjusts for appropriate language. Mate.

What's Up? Say WhatsApp

The news may be music to the ears of the Apple faithful, but it didn't go down so well with Apple's new messaging rivals.

WhatsApp co-founder Jan Koum reacted to the news by sending this tweet:

“very flattering to see Apple “borrow” numerous WhatsApp features into iMessage in iOS 8 #innovation”.

Apple of your eye?

While Apple has traditionally been slow to embrace newer trends (Apple virtually has zero social media presence), beefing up iMessage app might cause a few sleepless nights for WhatsApp's new owner, one Mark Zuckerberg.

If you enjoyed this article then subscribe FREE to the twice weekly SMK Digital Bulletin, click here now or visit www.smk.net.au/subscribe.

Also, click here download a FREE SMK Insghts Program. This FREE programs features 131 must-know social stats covering Facebook, Twitter, LinkedIn, YouTube and Instagram. Keep on top of the latest social facts and figures relating to usage rates, demographics, spending trends, content performance and best practice benchmarks. A MUST for every marketer!A