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Apple Pitch to Programmers Shows Rising Google Threat

Apple Inc.’s pitch to developers at its annual conference yesterday shows how Chief Executive Officer Tim Cook is ramping up efforts to keep programmers from switching loyalties to Google Inc. and others.

With Google trying to lure coders and designers to create more for its Android mobile software, Apple used its event to introduce new features to keep them in the fold. The iPhone maker showed improved methods for customers to find apps to download, a new programming language to create apps more quickly, and tools so the programs can work seamlessly together.