Apple may have sold a staggering 61 million iPhones at the beginning of this year alone, but Android still dominates in terms of market share.
So Apple is taking the fight directly to its rival software by making it easier for Android users to make the switch.
The firm has added a free app to its iOS 9 software called Move to iOS that lets Android users ‘migrate’ all their contacts, photos and songs over to Apple devices at the touch of a button.
‘It securely transfers your contacts, message history, camera photos and videos, web bookmarks, mail accounts, calendars, wallpaper, and DRM-free songs and books.’
The ‘DRM-free’ songs is significant because it means only songs that aren’t affected by digital rights management will move over.
Elsewhere, the Move to iOS app will also help users rebuild their app library.
Any free apps, such as Facebook and Twitter, that have been installed on the Android device will be suggested for download from the Apple App Store.
While paid-for apps will be added to their iTunes Wish List and will need to bought again.
Move to iOS was one of a number of new features added in iOS 9.
Others include quick shortcut menus on the keyboard to make font bold or italicised, multi-tasking and split screens on iPads.
Apple also added its Proactive Assistant that works in a similar way to Google Now to help users manage their diary.
It pulls information for various sources to predict what the user wants to do next, and shows relevant information such as weather information, or travel details.
Apple has also added a new Transit view on Apple Maps that shows lines and stations on top of the map, like in Google Maps.
When a user plans a route, every step of their trip is shown from point A to point B.
And its Nearby feature makes it easier to decide on places to shop or eat, for example.
The iOS 9 beta software and software development kit (SDK) are available now for iOS Developer Program members from the developer site, and it will be rolled out as part of a public beta program in July.
iOS 9 will then be available for all users ‘this fall’ as a free software update for iPhone 4S and later, iPod touch 5th generation, iPad 2 and later, iPad mini and later.