Apple iOS 7: What the new platform will mean for business

Craig Federighi, Senior VP of Software Engineering at Apple Inc talks about iOS7 during Apple Inc's media event in Cupertino, California September 10, 2013. REUTERS/Stephen Lam (UNITED STATES - Tags: BUSINESS SCIENCE TECHNOLOGY BUSINESS TELECOMS) (REUTERS)

For something that Apple CEO predicted would “quickly become the world’s most popular operating system,” the company barely spent more than 15 minutes of its launch event on Tuesday talking about what iOS 7 could do. And predictably, not one of those minutes was devoted to what iOS 7, which will be available for download on Sept.18, could do for the enterprise.

In some ways it might seem fitting that iOS 7 was only the opening act for the release of the iPhone 5C and iPhone 5S. Everyone gets excited about new colours, few buttons and particularly the lower price point of Apple’s latest device. The problem is that most of the consumers who will pick up the iPhone 5C and iPhone 5S are not merely making a personal choice, but one that will have an immediate and lasting effect on the software created by their employers.