Apple's event this week was about new iPhones, which are on sale September 21, and Apple Watch Series 4. The focus, as is usually the case with Apple, is mainly centered around consumer spending – health tracking, photography, performance , amazing new OLED monitors and "Liquid Retina" display of the cheaper iPhone Xr. The demonstrations on stage are centered on audio, still images, video and games.
Although the improved hardware will no doubt be important to business users, there was essentially no discussion about business usage cases for the devices. And yet they will interfere with more industries. In some cases, this disturbance will be a continuation of the effect that Apple has already had or interferes with. Apple has already significantly changed.
Here, four industries are likely to change their processes, focus and business models dramatically when Apple pushes forward.
Apple has interfered with health services repeatedly over the last decade, which began with the introduction of the iPad (which is expected to be updated later this year). Almost immediately, the doctors, surgeons and other healthcare professionals value the tablet as an ideal tool to help them pass on information to patients and coworkers.
Apple has a very clear focus on healthcare and is constantly building an internal team of experts, especially around medical equipment that knows how to work with regulators, researchers and IT. With the introduction to HealthKit, ResearchKit and CareKit, Apple has been in the forefront of unlocking personal health data, allowing users to share it with care team, researchers, and even first responders.
Some of the widest health studies ever performed have supported ResearchKit. iPhones and Apple Watches make it possible to contact emergency services and caregivers in a matter of seconds and provide important information about us using the emergency medical information card accessible on an iPhone ̵
Apple does not delay its efforts; In fact, it's just getting started. The announcement this week of autumn detection, complete with understanding for different types of cases, is a major improvement aimed at older users.
Much more Significant is the heart rate monitor that can not only alert users to danger that may be missed by doctors – something I personally experienced this summer – but now the device can perform a 1-member ECG in seconds. This is an amazing advance for any preferably device, and it will be able to provide important information to cardiologists, primary healthcare and acute science. Even more remarkable: Apple was able to trawl the needle with regulatory approval in the United States. Companies like AliveCor have worked to bring similar solutions to (AliveCor's original breakthrough product was an iPhone case that offered similar abilities, but it had to be placed on the patient's breast).
Apple is also known to investigate other capabilities in this area, including udert b lead pressure and noninvasive blood glucose monitoring. I would not go so far as to suggest that Apple will ever move medical devices to hospitals or other places of interest – Apple Watch can not make a multi-lead ECG – but the company wants to increase these capabilities by enabling tracking in non-clinical settings . This will provide a lot of information that today is not possible to capture easily in the long run.
This means not only more data but more real world data, an important distinction because studies have shown that about a quarter of patients have elevated markers like heart rate and blood pressure at a doctor's office or hospital at due to fear of being in a clinic.
Apple intends to provide this data to users and doctors and incorporates important contextual data such as time, location, and activity information. When it comes to getting these data in the hands of doctors, Apple has already taken the challenge of interacting with healthcare information systems.
Graphics, Media, and Marketing
One point Apple continues to drive home is the power of the iPhone camera. The company highlights a wide range of images taken on iPhone as part of the overall marketing announcement of the device. From the beginning of the year, the company also began to hammer the home not just the hardware in the cameras, but also the power of the processors and machine learning capabilities to get a perfect shot. Apple touts iPhone that equals pro-level DSLRs, while still easy to use.
This approach is related to the fact that iOS becomes an image and video editing platform in its own right. Adobe, long regarded as the leading name in digital photography and design, has brought over an increasing part of its proapps to iOS, including Illustrator and Photoshop. This means that graphics and media professionals can achieve an ever-increasing amount of work on Apple's advanced phones, as well as with iPad Pro.
This trend, coupled with the perception that the best camera for any job is the one you have with you opens the power of mobile photography, video and design. With editing options, the studios with powerful devices and desktops in your hand, shoot, edit, and post – or create photos for printing – can happen in the near-real-time field.
This has major implications for these creative fields, and great potential for marketing. As marketing moves from the print roots to electronic social media, brand management, events, and even live streaming, iPhone supports this development by allowing complex workflows within seconds in the field. It enables the marketing teams to engage with events, social trends and a selection of tailor-made moments that can open new markets, clients, and audiences in new ways. It gives crisp and polished results to be made of images and video in a matter of minutes, or even seconds – meaning you're generating tons of new content at the moment.
Combining the new capabilities of social media means that a marketing producer can nurture a campaign from anywhere, generate potential customers from all events, and engage with customers wherever they are.
This gives marketing agencies and departments leanness of a startup – and it gives startup to deliver highly professional results on airplanes. This flattening of the playground will have a huge impact, providing good content, living and matching the right message or hashtag to spread widely, all from the show floor, so to speak. It also means being able to capture and catapulate organic trends in viral ways that have often been more art and luck than science and intention.
As with healthcare, we are still in the first or second entrance of where this disturbance will lead. Unlike the healthcare system, where there is a somewhat even goal line, the development of these professions and technology means that this will be an ongoing experiment in disturbance.
Journalism and Real-Time Reporting
The same power that iPhone puts in Hands of Marketing Professionals also comes for journalists who can now shoot, edit and publish news in minutes. Internet, smartphones and blogging and social media have for many years been strong forces in the media world. But in many cases these resources have been siled. Video from a mobile phone has been available to journalists for years, but it has also been considered less valuable than photography with a crew and producer. Until recently, this made perfect sense; video and audio quality were clearly sub-par. Connection posed challenges. And editing was referred to home base under a manufacturer's watchful eye.
This formula and workflow it requires has begun to change in recent years, but the limitations of hardware and software on mobile devices left it in place. The easy-to-use editing capabilities like iPhones (and mobile devices in general) provide and increasingly professional tools, now make it possible for journalists and bloggers to take power in their own hands. This makes it difficult to access raw information to be polished reports that can be posted, streamed and delivered as news unfolds. Not only is this explosive in terms of timeliness and quality, but iPhones low cost (compared with the advanced equipment traditionally used) puts these abilities into many more hands.
One of the first enlarged reality (AR) companies featured by Apple with the introduction of ARKit last year was IKEA. The furniture dealer used the technology to allow customers to visualize how furniture would look in the home. As retailers have moved online, the ability to accurately place products in the home has become crucial. This is especially true since many people find it difficult to judge objects based solely on their dimensions or accurately assess color.
AR provides a solution, especially when paired with smart color displays like those used in iOS devices. Apple makes that solution easy. While brushing up a room, it's an obvious application, it scarcely scrapes the surface of how AR can be used in retail.
One of the biggest trends today in retail involves subscription services that provide a monthly package that contains items a company thinks will delight or be of benefit to consumers. Although these services started with companies like Blue Apron that make it easier to cook at home, the approach now extends in the range from outerwear to shaving rags to underwear and even home furnishings. All of these companies rely on data and analyzes to recognize trends and decide what to send out each month. Being highly data-driven allows the new iPhones users to share detailed measurements, aesthetics and other information back to businesses.
A practical AR compliant device (and the right algorithms) can help tailor what people receive when they sign up for a service. It can include everything from measurements of our homes, our bodies or anything else. In addition to just telling us how an IKEA chair will look like in the living room, we can send room details, details about our furniture and colors on walls, carpets and artwork in a room; A company can then extract items tailored to our spaces or suggest pieces we lack in a way that no catalog can offer. One image of our bathroom counter can provide suggestions for towels, bath mats, soaps, skin cream, toothbrush holders or shower curtains.
It's like having a virtual designer who works with us at every step of the way.
Similarly, the same picture – along with self-esteem – can offer a company a range of shave razors, shaving cream, cologne, or even a suggested haircut or beard. A picture of our wardrobe can return clothes suggestions and even ward organizations.
What we're talking about here is the ability to turn the phone into a personal shopper by allowing an app or collection of apps to look inside our home. We get an integrated set of items that are much more likely to suit us than anything that exists while browsing a website or visiting a store.
Although these are only four industries, the volume of disturbance over them affects almost all parts of life. How many people wondered about Apple could remain a powerful and disturbing power after Steve Jobs had died, Apple has shown in 2018 that it can – and will – remain a technological disturbance in the coming years.