Apple and Salesforce partner to redesign CRM on iOS

The partnership will aim to make iPhones more competitive in the business smartphone industry


Apple and Salesforce, two of the biggest companies operating in the tech sphere globally, have announced a partnership with the aim to enhance the world's largest customer relationship management (CRM) platform's native apps on iOS.

The partnership will see Apple build iPhone features such as its the Siri voice assistant deeper into Salesforce mobile apps, while Salesforce will create tools allowing businesses using its backend technology in their own apps to build products with features exclusive to iOS devices.

"We're excited to work with Salesforce and that their industry-leading CRM will embrace native iOS and deliver exclusive new features on iPhone and iPad," said Apple CEO Tim Cook. "With the powerful combination of iPhone, iPad and iOS, together with native Salesforce apps and the new Salesforce SDK, we can deliver great customer experiences for businesses around the world."

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Marc Benioff, chairman and co-CEO of Salesforce, remarked: "With this partnership, we're bringing together the world's number one CRM platform with iPhone and iPad, the world's best devices for business.

"Together, Salesforce and Apple are defining a new era of mobile innovation with native apps on iOS, and empowering millions of people with access to Trailhead and the skills they need for the jobs of the future," he added.

The partnership will mean that iPhones will be more competitive in the business smartphone industry and shows another of Apple's attempts to stay relevant in the tech sphere after recent setbacks.

Earlier this year, Chinese-based Huawei replaced Apple as the number two smartphone provider globally, just behind Samsung, demonstrating flagging sales in the APAC regions. This was followed by predictions that, despite Apple becoming the first company to reach a trillion-dollar value, Amazon is set to overtake the iPhone maker in overall value.

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