Apple (AAPL) will be unveiling its latest generation of devices — including the iPhone 15 — at its annual keynote event on Tuesday, September 12. Phillip Shoemaker, Founding Director of the Apple App Store and Executive Director of Identity.com, joins Yahoo Finance Live to discuss the types of innovation analysts and consumers alike are expecting from the tech brand.
"Something that Apple really needs to do is be able to expand that ecosystem by opening up new avenues for the App Store," Shoemaker says. "Let's extend the App Store, let's add new types of functionality, new types of apps that are allowed and approved in the store. But Apple has been reticent to do that for quite some time."
