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Mike McCue mentions Apple News product existance long ago, because it does not curate media, offers no social sharing integrations.

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It lacks other features that would set it apart in the crowded space.

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Speaking at the Code Media event on Tuesday, McCue, Flipboard  CEO addressed the immense pressure of competing against tech giant Apple.

“When you’re an entrepreneur and you’re competing with Apple, that’s a pretty big deal,” McCue said.

He also said Apple is “a partner and a competitor at the same time.”

Flipboard launched eight years ago as an iOS app designed to aggregate. It also present internet content in a format readable on mobile devices.

In the intervening years, the product has added curation, sharing and other features to stay ahead of the competition.

Apple News launched alongside iOS 9 as a standalone Apple service. The product features its own formatting and advertising system.

The products have been criticized for confining publishers and potentially stunting adoption.

This approach might be a problem. But it does allow for an extremely polished presentation that reaches tens of millions of installed users.

McCue said Apple News as a product is living in the past. He added that the service lacks social sharing capabilities.

There’s “no curation happening,” and pilloried the product as “another format that publishers have to adopt,”McCue said.

We’re not trying to create a closed ecosystem and that’s a big deal for publishers,” McCue said.

Readers have to view all articles directly in app, instead of directed to the publisher’s original website like Flipboard does.

According to the latest statistics, Apple News has gained at least 70 million monthly users in about two and a half years and is now drawing strong interest from big publishers like HuffPost.

Flipboard still leads, however, with 100 million readers per month.

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