Newest behaviour patterns emerging in technology can be spotted by closely following industry leaders. The most significant players not only spend enough on R&D, but they also hire people who can understand and build the future. While they create tools and breach new limits of what is possible, we can do our best to adopt and test the latest technologies and use them to our advantage as early as possible.
The latest news that after 17 years at R/GA New York and, more recently as Publicis Groupe’s global CCO, agency veteran Nick Law is leaving to join Apple shook the entire industry. In the interview with Contagious, Nick is talking about how crucial it is for the agencies to evolve and follow their consumer’s needs and habits.
If you think about it – it’s not only agencies who must evolve; otherwise, they are out of business. All industries must change their perception of marketing and approach to market their products. The meaning of the word “digital” has changed, and it’s changing rapidly. Technology is evolving exponentially to follow we must learn. Now everything is digital, and soon we will be connected to the cloud via XR devices, 5G, and cloud computing.
“Digital is a suite, not just platforms where you can buy media, but also of utility, of services, of transactions, of business. Digital is a membrane over society now. It’s central to the way we operate as humans.“Nick Law
We could start this article with: “It’s 2030. I woke up in the morning, and the first thing I did was to put my visor on. I connected to the cloud and check the latest news and weather forecasts. I got detailed info about my health and current diet directly to my retina…”. It’s not cheap sci-fi anymore. Reality is blending with our digital presence, and soon we will behave, consume, communicate, and interact in a different way. Moreover, those who understand that – will be ahead. Yes, the hardware is not there yet and there is still a lot of experiments with XR technologies. Above all, there is a lack of understanding on how to use it with the purpose for business and how we can scale it for broader reach.
Let’s circle back to Nick’s decision to join Apple. The company is perceived as a leader in digital communication without a doubt. Also, if you look what’s happening with Apple and patents recently, you can clearly tell where they are heading: for XR visor/glasses which will be the link between the world and us. There are many other companies which are working on their own XR glasses or released them already but there is no single one which conquered the consumer market. Apple, as you know, is a master in this area.
The last Apple’s conference didn’t reveal much new in this area (apart from the optics better ready for spatial computing and more computing power). But they are heading there step by steps. They are building a platform with content and continuously working on the hardware. If you check the Patently Apple (which is a great place to dig in), you will see that Apple will release its device for sure. The only question is when? There were rumours that they suspended the work – which is definitely not a case. You don’t suspend on the future.
So I predict that in 2022 we will have something very slick with limited functionality but superbly designed and with great UX experience and useful and playful content.
When you think about this – this is the chance for Apple to get on the horse as the most innovative company again. To create the next layer of interface for humans and ultimately to evolve us to Augmented Humans. Sounds tempting? I think so. Of course with great inventions comes great responsibility. We need to have a broad discussion of how XR will alter us. I cover some of the additional topics like addiction in another article here: https://www.linkedin.com/pulse/augmented-humanity-preparing-virtual-world-bartek-rozbicki/. (More to come).
Let’s check the few latest news and patents from Apple:
1. Apple is working on 3D cameras in their devices to enhance AR experience on their devices.
2. Apple has patented Magnetic Sensor Proximity Sensing for Accurate 3D Fingertip Controllers for Mixed Reality Headset
3. Advanced eye-tracking system for AR
4. Apple got patent for Head-mounted display using its own devices.
It’s just a tip of the iceberg.
PS’ Good luck Nick at your new position and do change the world for better. We need responsible and bright leaders who understand not only the technology but also the world we live in. Keeping my fingers crossed for you!