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The Apple event this week focused on its new iPhones, which will go on sale Sept. 21, and on the Apple Watch Series 4. As for Apple, the health tracking, photography , performance, the incredible new OLED displays and the "Liquid Retina" display of the cheaper iPhone. The demos on stage were focused on audio, still images, video and games.
While hardware enhancements are undoubtedly important for business users, there was virtually no discussion of business use cases. And yet, they will disrupt several industries. In some cases, this disruption will be a continuation of the impact that Apple has already had or the disruption of industries that Apple has already significantly transformed.
Here are four industries that will see their processes, priorities, and business models evolve as Apple evolves.
Health care
Apple has disrupted health care several times over the past decade. The presence of the company was felt during the introduction of the iPad. Almost immediately, doctors, surgeons, and other health professionals saw the value of the tablet as an ideal tool to help them communicate information to patients and their colleagues.
Apple has clearly focused on the health sector as a business sector and has gradually been building a team of health care experts, particularly around medical devices that know how to work with healthcare professionals. regulators, researchers and medical informatics. With the introduction of HealthKit, ResearchKit and CareKit, Apple has been at the forefront in unlocking our personal health data and sharing it with healthcare teams, researchers and even first responders.
Some of the largest health studies ever conducted have been done with the help of ResearchKit. IPhones and Apple Watches allow you to contact emergency services and caregivers in seconds. They provide key information about us using the emergency medical information card accessible on an iPhone even when the phone is locked. And more and more, they alert us to signs of danger and illness that might otherwise go unnoticed.
Apple does not slow down its disruption of health care; it's just starting. The fall detection announcement, complemented by understanding the different types of falls, is a major improvement that Apple has highlighted this week.
Most importantly, the revamped heart sensor can not only warn us of a danger that may be easily missed by doctors, which I personally experienced this summer, but the device can now achieve an ECG in seconds. This is an incredible advance for any device and it will be able to provide important information to cardiologists, primary care physicians and emergency care. What is even more amazing, is that Apple has managed to get regulatory approval in the United States. Although companies like AliveCor have been working to bring similar solutions to market (AliveCor's original product was an iPhone case with similar capabilities but to be placed on the patient's chest).
Apple is also known to study other capabilities in this direction, including blood pressure and noninvasive blood glucose monitoring. I will not go so far as to suggest that Apple will never move medical equipment to hospitals or other places of care – the Apple Watch can not do a multiple lead ECG – but the company is seeking to increase these capabilities by enabling follow-up in non-clinical settings. This will provide a lot of information that can not be easily captured in the long run. This does not just mean more data, but more real data, an important distinction as studies have shown that about a quarter of patients have elevated markers such as heart rate and blood pressure in a medical office or office. hospital because of a clinic
Apple clearly intends to provide this data to users and physicians and to integrate contextual data such as time, place and activity information. When it comes to transmitting this data to doctors, Apple has already taken up the challenge by being able to interact with the information systems of healthcare providers.
Graphic design, media and marketing
One of the things that Apple continues to drive is the power of the iPhone camera. The company is highlighting a wide variety of photos taken on the iPhone as part of its overall marketing message on the device for years. At the beginning of last year, the company began talking about the power not only of the hardware of its cameras, but also the power of its processors and its machine learning capabilities to get the perfect shot. Apple considers the iPhone as equivalent to professional digital SLRs, while maintaining a significant simplicity in the use of this power.
This approach is similar to iOS to become a platform for editing images and videos in their own right. Adobe, long considered the leader in photography and design, has introduced a growing number of its professional software on iOS, including Illustrator and Photoshop. This means that graphics and media professionals can do more and more work on the first Apple phones, as well as the iPad Pro. This trend, combined with the notion that the best camera for any job is the one you have with you when you need it, unlocks the power of truly mobile photography, videography and design. With editing that previously relied on studios with powerful devices and desktops, shooting, editing and publishing – or preparation for printing – can happen on the market. field almost in real time.
This has implications for these creative areas, but it also has great marketing potential. As marketing moves from its root of print to incorporate social media, brand management, events and live streaming, the iPhone supports this evolution by enabling workflows complex in seconds. It enables marketing teams to engage in real time on events, social trends and the range of life moments that can open new markets, customers and entire audiences in new ways. It delivers sharp, accurate results from photos and videos in minutes, if not seconds, which means generating tons of new content at any time. Associated with social media, a marketing professional can feed a campaign from anywhere, generate leads from any event and interact with customers.
This gives marketing agencies and departments the ability to have the minimum startup. It allows startup to deliver highly professional results that typically require more graphical and multimedia operation. This flattening of the rules of the game will have a huge impact at both ends of the spectrum. Excellent content, live, and associated with the right message or hashtag of the showroom so to speak. It is also possible for men to catch and catapult organic tendencies to become viral in a way that has often been more art and luck than science and intention.
As in the health care sector, we are still in the first or second stage of the crisis. Unlike health care, where the goals are relatively stable, the changing nature of these occupations and the new generation of technologies defined almost every year make it an ongoing disruption experience.
Journalism and real-time reporting
The same power that the iPhone continues to put in the hands of marketing professionals fits perfectly in the hands of journalists who can now turn, edit and publish in minutes what could take hours so far. Internet, smartphones, blogs, and social media have been powerful forces in the media world for decades, but in many cases the resources have remained largely siled. Video from a mobile phone has been available for journalism for a long time, but it has also been considered less interesting than sequences shot with crew and producer. Until recently, it made sense. The actual quality of the picture, video and sound was lower than normal. Connectivity has been a problem. And the edition was relegated to the base under the watchful eye of a producer.
This formula and the required workflow have begun to evolve a bit in recent years, but the limitations of existing hardware and software on mobile devices have kept it largely untouched. With easy-to-use and edit features like new iPhones (and mobile devices at all levels) and the growing presence of professional-quality tools, journalists and bloggers have literally begun to take some of that power . This offers an explosive potential to make content difficult to access environments and to turn raw content into a polished product, as well as to publish, broadcast or broadcast immediately and as news progresses. Not only is it explosive in terms of speed and quality, but the cost of the iPhone is low compared to the equipment and team members that were traditionally required.
Retail
One of the first groups of professional authorities put forward by Apple during the introduction of ARKit last year was IKEA. The furniture retailer used technology to help customers better visualize the appearance of furniture in their homes. As retail has evolved online, the ability to accurately visualize home products has been a growing need. This is especially true as many people find it difficult to judge objects solely on the basis of their mathematical dimensions or to accurately assess the color according to the light in the photo and the light in their environment.
The AR provides a solution, especially when it is associated with smart color displays such as those used on iOS devices. Apple makes this solution easy to access. Although redecoration of a room is a very obvious application of this approach, it only touches on how AR can be used in the retail business.
One of the most important trends in the retail sector is subscription services, which offer a monthly package containing items that a company believes will delight or be useful to consumers. Although these services have started with companies such as Blue Apron, which facilitate the preparation of meals at home, the approach now extends to outdoor clothing, razors, underwear and even interior decoration. All of these companies rely on data and analysis to identify trends and analyze our appreciation (or lack thereof) to determine what to send next month. Since new iPhones are heavily data-centric, they allow us to send detailed information to businesses.
A practical AR-compatible device and the right algorithms can help tailor what you receive at the beginning when you first sign up for a service. It could be about the size of our homes, our bodies or anything else. Go beyond the mere representation of a specific IKEA chair in our living room, for example, if we send AR information to a furniture company, including the dimensions of our space, the existing pieces and the colors of the furniture. walls, rugs and art, a company can pull custom items for our rooms or suggest pieces that we "miss" in a way that no catalog – electronic or otherwise – can offer. An image of our bathroom counter can provide suggestions for towels, bath mats, soaps, skin lotions, toothbrush holders or shower curtains. The effect is to have a virtual designer working with us every step of the way.
Similarly, a razor or men's item subscription can use the same photo of this counter with a selfie to determine shavers, shaving cream, cologne and suggested haircuts. A photo of our closet can determine clothing suggestions and even closet organization systems. What we are really talking about is the possibility of turning our phone into our personal shopper by allowing an application or a collection of applications to set up home. We get an integrated set of items much more likely to suit us than browsing a website or visiting a store.
Although it is only four sectors, the resulting volume of disturbance is extreme and affects virtually every aspect of our lives. Where many people were wondering if Apple could remain a powerful and disruptive force after Jobs' death, Apple in 2018 proved that it could and will remain a technological disruptor for years to come.
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