Apple has unveiled iOS7—the biggest change ever made to, arguably, the world's most popular smartphone and tablet operating system.

The timing of this radical transformation is no accident. Apple is facing increasing competition. Because of the impressive gains from players such as Samsung, the mobile landscape is no longer under Cupertino's control.

Which is why marketers shouldn't see iOS7 as just a fancy new face on an old platform.

Apple is displaying an evolved attack to take on an evolving mobile world. Accordingly, marketers in all fields would benefit from taking a closer look at the new features of iOS7; after all, they need to start planning their own strategies to succeed in the ever-changing and increasingly more important world of mobile.

1. New Safari: The Web Just Got Even More Crucial

Web vs. native is one of the oldest debates in the young world of mobile, and it simply won't go away.

Many marketers face this question, and the choice comes down to distribution, performance, and openness. Each side has pros and cons, and there truly is no one correct answer. But we've known for at least two years that most mobile consumers prefer reading on the Web. It's more natural to open up Safari to see your favorite news source than it is to go to an app.

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ABOUT THE AUTHOR
image of Tobin Dalrymple

Tobin Dalrymple is a former national newspaper journalist turned content marketer at Pressly, a mobile publishing platform that helps marketers drive results with their mobile content. You can get more advice on Pressly's blog.

Twitter: @TobinTobin