Apple really wants developers to incorporate the iPhone’s newest feature into apps

Apple is facing a wave of complaints from iPhone owners, after an ad appearing to up-sell the iPhone 6s began appearing in the App Store. Again, such information is not yet confirmed, but the iPhone 7 is slated to arrive earlier than the other models with the same 3D Touch system as the existing models. But it’s the closest thing you can get to 3D Touch without a whole new touchscreen with the tech built in and in practice it works very similarly to 3D Touch in Instagram. Or if you just want to get back to the thumbnail view, simply lift your finger off the screen and you’ll end up back where you started.

In theory, all of this sounds useful.

Both apps have also received five new presets for the Adobe camera, a new full function Tone Curve tool and they also include a Notification Center widget in case the 3D Touch quick action menu is not an option. But it doesn’t work with a vast majority of the apps I frequently use, including Reddit’s Alien Blue app, Google Hangouts, Uber, LinkedIn, and dozens of others. These entailed the introduction of a new interface that makes searching the Web and seeing restaurants, movies, images, videos, maps, and more a cinch.

JetBlue’s new app for iPad offers an experience designed from the ground up for the iPad’s larger interface.

Meanwhile, other companies clearly think Apple is on to something. What you might not know, however, is that 3D Touch has some pretty nifty features that Apple doesn’t support on its iPhones out of the box. JetBlue carries more than 32 million customers a year to 93 cities in the U.S., Caribbean, and Latin America with an average of 900 daily flights. By then, I hope Apple and developers for its iOS and OS X platforms can come up with more clever applications for this clever but underwhelming technology.