Apple has taken a step towards enabling users to buy items directly through iMessage, with a new feature on iOS. Whilst this feature has been available through WeChat for a while, the majority of Western smartphone users have not had the ability to do so yet. However, with the new iOS 10 update, Apple has launched new branded emoji's, GIFs, and stickers that will appear in iMessage. It is expected that brands will now be looking to use this new opportunity to use these stickers to market a product, whilst providing a link to buy the product itself, all within the messaging app.
