Image: Karlis Dambrans/FlickrLost in the shuffle of yesterday's OneRepublic-concert-masquerading-as-an-Apple-event was the reminder that Cupertino is developing an app that will help Android users switch to iPhone. While not a flashy announcement in and of itself it has the potential to be an important one with respect to the overall smartphone market, and how everyday consumers chose their next pocket computer.To set the scene here, smartphone growth in the US has largely plateaued, meaning that Apple and Android smartphone makers like Samsung and Motorola are fighting over the same potential customers when it comes time to upgrade. There's little new blood to chase, in other words, so the name of the game is to convert your competitors' customers. But this is difficult for a number of reasons, not least of which because it's not exactly easy to transfer over data like photos and videos from one device to another. That is, unless you trust the cloud enough to store all of your vital data (which maybe isn't always the best idea).That's where Apple's new app comes in.The app, called Move to iOS, will be released on the Google Play Android app store in time for the launch of the iPhone 6s at the end of the month. Once up and running, the app will wirelessly transfer data like address book contacts, message history, photos and videos, web browser bookmarks, and email and calendar accounts to your shiny new iPhone. The app will also point users in the direction of iOS versions of Android apps they have installed. Apple also kindly reminds switchers that they can also recycle their Android device at any Apple store.Apple's head of marketing, Phil Schiller, joked during the September 9 presentation that this migration assistance was merely the "neighborly" thing for the company to do. Presumably, then, it was also "neighborly" of Eric Schmidt, Google's executive chairman (and a former Apple board member) to post instructions online on how to switch from iPhone to Android back in 2013.