In addition to introducing the iPhone 7 and its cordless headphones, Apple showed off new iOS 10 software, whose updates could have major implications on the messaging space. The biggest innovation is an app store for iMessage, which will arrive with the iOS update next Tuesday. Apple's iMessage already reaches close to a billion people daily, according to Christian Brucculeri, CEO of Snaps, a messaging technology agency that has been working with more than a dozen brands to develop apps for the iMessage store. "All brands recognize this is a place they need to be right away," Mr. Brucculeri said, declining to identify those with which he worked on the iMessage app store. "Apple already made a massively successful app platform, so the fact that it's releasing another one, it's going to eat a lot of independent messaging apps' lunch." Get the full story at AdvertisingAge