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Emojis go from chat subculture to corporate tools

A simulated message on a screen behind Mr Federighi shows the process of emojification as the word "basketball" transforms into a cartoon image of the ball itself while "pizza" flips into a glistening pepperoni slice and "movie" turns into an old-school film camera.

New York

AT LAST week's Worldwide Developers Conference, Apple's annual showcase of new tech, the company announced a special texting feature coming soon to iPhones near you.

"You know, sometimes you've typed a whole message and you realise at the end that you're entirely lacking