Apple reassured users that the feature is secure by explaining 'all fingerprint information is encrypted and stored securely inside the device's chip' adding the prints are not stored on an Apple server, or backed up to i Cloud.'This does raise the bar for users who don’t currently have a device unlock password but enterprise users will already be required to use either a PIN or password to unlock their device so the improvement will be less significant for them.

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Apple's i Phone 5S, pictured, is a high-end model that has a fingerprint scanner built into the phone's home button Explaining the change, Sir Jonathan said the key to the new look is simplicity: 'I think there is a profound and enduring beauty in simplicity, in clarity, in efficiency.

True simplicity is about bringing order to complexity.

In regards the new hardware, the fingerprint reader on Apple's top-end i Phone 5S received an early thumbs up for ease of use from two influential reviewers, helping dispel concerns about the scanning technology which has been notoriously unreliable in other cellphones.

Apple's scanner is seen as a first step toward realising the 'full potential for biometrics in personal electronics, heightening security for applications like banking and shopping while doing away with multiple passwords.'Apple has embedded the scanner into the i Phone's home button, while other mobile devices usually have it on the back or the top of the device, such as on Motorola's Atrix handset, making it more awkward for the user and increasing the number of failed attempts.

The i OS 7 update was made available to download from 6pm UK time (1pm EST) on Wednesday, but no sooner had it been made available, users started to complain about experiencing difficulties downloading it.

The launch of i OS 7 is the biggest change to i OS since the i Phone launched and judging from reaction on social media, it seems the company’s servers haven’t been able to handle the huge surge in traffic.

Tests carried out by Ars Technica found that although all of Apple's handsets were 'negatively impacted by the i OS 6 to i OS 7 transition', the i Phone 5 dropped from 661 minutes battery life on i OS 6 to 444 minutes with i OS 7, pictured This gives instant access to settings including Airplane Mode, Wi-Fi, Bluetooth or Do Not Disturb, and resembles the jump bar on the Android operating system.

Apple users can also control music playback from this menu.

Around a month ago, I ran a Crazy Egg test, which showed that most people weren’t scrolling and reading the copy on Neil

Because of the data, I decided to run an A/B test on the homepage. The form fields are way below the fold, so I felt the design may be decreasing my conversion rate.

The original converted 7.6% better than the new variation. The leads from the long form version of the page were better in quality, meaning they were more qualified than the leads that came from the new variation. The serp IQ analyzed the top 10 search results for over 20,000 keywords and noticed a pattern.