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Apple Music launched yesterday and Oxford University's TheySay sentiment analysis company monitored Twitter to work out the overall feeling towards the new service. When the firm monitored the sentiment towards Apple’s WWDC keynote three weeks ago, the announcement of Apple Music received an overall 85 percent approval rating from tweeters, but now that it’s here, the actual service is proving far less popular.

Dr Karo Moilanen, Oxford University professor and co-founder of TheySay, observed: "Compared to the sky-high positive sentiment ratings that Apple products and announcements typically reach on Twitter, this time Apple Music invoked a healthy dose of strong negative sentiment (ca. 24 percent) amongst tweeters".

After months of testing, Apple revealed earlier this month, at WWDC 2015, that iOS 8.4 will be officially available in late-June, bringing us the new Apple Music streaming service and Beats 1 radio station. While those are the biggest changes, the new version of the popular mobile operating system will also feature a number of under-the-hood tweaks to improve the user experience, as we have come to expect from the most-recent iOS releases.

Quite a few of us expected Apple to launch iOS 8.4 way before the end of the month, but it looks like the company has other plans in mind, as iOS 8.4 is officially set to launch on the very last day of June.

Like transparency reports, diversity reports have become quite the fashion at the moment. Companies such as Google, Apple, and Amazon are keen to demonstrate that they are not dominated by white, middle-class men, and that they are open to the full gamut of gender identities and sexualities. Today Facebook released its second diversity report showing that at Mark Zuckerberg's company things haven’t really improved over the last year.

More than half of the workforce (55 percent) is white, and at senior leadership level this jumps all the way up to nearly three quarters (73 percent). The percentage of black workers at the social network is incredibly low -- just 2 percent. The gender balance is largely skewed as we have come to expect. Across the company 68 percent of employees are male, although in 'non-tech' roles women make up 52 percent of the team. For those striving for equality, the numbers make for somewhat depressing reading.

As my colleague Manish Singh reports overnight, Apple reversed course and now plans to compensate artists for the first three months of music streaming. It's time to ask: Were the whiners grandstanding or sincere? The question mainly is meant for Taylor Swift, whose Father's Day Tumblr post seems to have brought, eh, swift response to the—what I call—"play for no-pay" plan.

The company unveiled Apple Music during the World Wide Developer Conference on June 8. The streaming service will be free to subscribers for the first three months, with Apple initially choosing not to make royalty payments to artists. I condemned the ridiculous strategy last week. The company sits on a nearly $200 billion cash horde, and content creators are among its most loyal customers. Stiffing them makes no sense from several different perspectives, with good public relations being one and expressing thanks to artist customers being another.

There was a lot of Apple news to digest from WWDC last week. As well as the latest versions of OS X and iOS, we witnessed the appearance of women on stage as Apple tried to do its part for diversity. Apple would probably like us to focus on the likes of the Apple Music and Beats One launches, but really it's another announcement that should be foremost in our minds: Apple News.

On the face of it, this is a simple replacement -- perhaps even just a renaming -- for Newsstand, but it's really much more than that. The key difference here is that content will not only come from media partners, but will also be curated. Apple is now a news editor, and that's extremely dangerous.

The next update to Apple’s mobile web browser Safari will include a way to block annoying ads, working similar to AdBlock Plus on desktop browsers.

Under the banner of user experience, Apple promoted the new loading system capable of blocking JavaScript, cookies and even images from displaying. The system came to the desktop version of Safari first. Users will be able to opt-in to this experience on iOS 9.

I have some advice for the European Union Competition Commission: Lay off. You don't need to reign in the Google monopoly. Apple will correct the market around search and mobile. That's one of two related takeaways from Monday's WWDC 2015 keynote. iOS 9 and OS X El Capitan up Apple's push into search and proactively-delivered information in big ways. That is if delivery is as good as the company promises.

The other takeaway harkens back to what I told you last week about Tim Cook's piracy rant against unnamed Facebook and Google alongside the friggin U.S. government -- plural if thinking beyond the Feds: It's BS marketing. Apple prepares a major competitive assault against Big G, hitting where damage can be severe: Perception and profits. I cannot overstate Google's vulnerability, which ironically is where the search and information giant exploited Microsoft during this Century.

As with all things Apple, there’s been a lot of talk about its new music streaming service, ingeniously named Apple Music.

After it got officially unveiled and showcased during this year’s annual Apple Worldwide Developers Conference (WWDC), the initial amazement was quickly replaced by a profound feeling of meh. Onstage the company said it would transform the listening experience for fans, and the creative act for artists, but once the hype died down it became obvious -- it’s not really offering features you can’t find elsewhere in the market. And then it hits you -- the price!

Apple has a long history of competitive marketing one-upmanship. Major tactic is the artful leak timed around someone else's major product announcement or event. How many times has the company stolen CES participants' thunder without ever attending the event, for example? Occasionally, the showstopper is accidental, as is the case with OS X El Capitan.

I wonder: What were the Microsoft development and marketing teams thinking when they chose July 29th as Windows 10's release date? It's like stepping off the curb in front of a fast-moving, energy-efficient, gas-powered bus. Apple almost certainly will release the OS X 10.11 Public Preview before Windows 10 drops. The company promises July and has every reason to rub Microsoft's nose in the stink.

Apple’s WWDC keynote was noteworthy for a lot of reasons, but one of those was the fact it featured women presenting on stage for the first time. Usually at such events it’s a male-only affair. The tech industry is still dominated by (mostly white) men, and when women make an appearance it generates headlines -- which is both sad and a little crazy.

On Saturday (June 13) an all-female group of IT experts, engineers and scientists will take over the Google Campus at the heart of London’s Tech City in a bid to not only break a Guinness World Record, but also to challenge preconceptions.

At the WWDC keynote on Monday, Apple demoed iOS 9. New features include updates to Apple Pay, a News app, improved Notes, a more intelligent Siri, updated keyboard, split screen on iPad, and a new low power mode that promises to deliver up to three more hours of battery life.

If you’re an iOS user, it looks like a great update, and you’ll be able to try out the public beta when it is released in July (the finished version will be released in the fall). But hold on, you don’t want to wait that long? Well the good news is there’s a developer preview already available, and it’s possible to install this with or without a dev account. A word of warning though, don't skip the backup step as according to Apple, "Devices updated to iOS 9 beta cannot be restored to earlier versions of iOS".

During yesterday’s WWDC keynote, Apple showed off new versions of OS X, iOS, and watchOS, as well as taking the wraps off of its new streaming music service and radio station.

While the event was going on, people were tweeting about it, and Oxford University's TheySay linguistics tool monitored Twitter from just before the keynote started to just after it ended, and then used the data from 94,528 Apple-related tweets to work out the overall sentiment, including what people thought about each of the products and services Apple covered. The result was overwhelmingly positive.

With iOS 9, Apple is improving the mobile operating system in a number of areas. As well as optimizing battery life and storage efficiency, making Siri more intelligent and beefing up multitasking, Touch ID-enabled iPhone and iPad owners will feel the benefit of improved security.

When iOS 9 launches in the fall, the minimum length of passcodes increases from four digits to six. It is already possible to use passcodes of more than four digits, but enforcing a stronger policy from the offset illustrates the importance Apple now places on security.

Apple is a company that embraces closed ideology. Its operating systems only work on certain hardware which it selects and sells. Its App Store features our-way-or-the-highway guidelines. Worst of all, on iOS, the user cannot even choose a default browser or email client. Hell, even when you use a browser other than Safari, it must use WebKit.

Today, however, this archaic ideology may be softening -- slightly. Among the hubbub of all the flashier WWDC announcements, Apple announced something miraculous -- its Swift 2.0 programming language is going open source. Yes, really.

It was not the industry's best-kept secret -- Sony let the cat out of the bag a little early -- but at WWDC today, Tim Cook officially took the wraps off Apple Music. Set to compete with the likes of Tidal and Spotify, Apple's new streaming music service sits neatly alongside iTunes and has the involvement of Dr Dre, Trent Reznor, and Jimmy Iovine to name but three.

Cook stepped into Steve Jobs' shoes for a moment, introducing the famous "one more thing" that has been missing from more recent Apple events. Not a company to hide its light under a bushel, Apple's Music service is not just a music streaming service, but "the next chapter in music". But there's more than just Apple Music; there's also Beats One, Apple's first ever radio station.