Nieman Lab:

The big news — and pitched as one of the biggest new features in iOS 9 — is an app called News. It’s an awful lot like Flipboard — though the power of being installed on every iPhone and iPad is obviously huge.

The presentation features all the same sort of bells and whistles we’ve seen in Facebook’s Instant Articles — animations, swipe-able photo galleries, fluid movement. And it promises, like other aggregator apps, to get better with time, as it learns which sorts of articles you’re interested in.

Its importance remains to be seen. I don’t necessarily think “Apple just sherlock’ed Flipboard” but, depending on how news organizations take to this, it will be another medium to publish rich content on. I’m interested to see whether or not average people will be able to create “magazines” with these tools.