New Products, Yes, But How Did Digitas Show Up At An #AppleEvent?

Digitas

New Products, Yes, But How Did Digitas Show Up At An #AppleEvent?

Keith Soljacich

On a day when Apple hosted its largely predictable Special Event, who could have predicted that it wasn’t the hardware or software that made Unicorns around the globe gasp with excitement? On the world’s most-watched stage when it comes to tech announcements, a still frame of the Saturn V rocket from Digitas’ JFK Moonshot, in its full augmented reality glory, was shown during the keynote’s iPad portion.  It was slightly more than a “blink and you’ll miss it” moment, but it was the embodiment of what’s possible when you THINK BIG at a connected marketing agency. “Seeing our work onstage behind Mr. Cook was the ultimate validation and a powerful statement about what Digitas is capable of creating,” says Mark Philip, Creative Director on JFK Moonshot.  Take a bow Unicorns. Nicely done. 

image credit: Apple

The Product Trifecta

Now back to the hardware, software and services: the three areas that now make up Apple Computer. Previously at WWDC, Apple previewed iOS 13, and this year’s operating system refresh features a modest update over iOS 12. What you will notice are small usability updates all across the software that make a lot of the things you do, like texting, quicker and easier. Personally, I highly recommend Dark Mode all. the. time. It makes that first phone check in the morning easy on the eyes. Product refreshes to the iPad and Apple Watch were also showcased, with the former gaining spec enhancements on the lower-end models and the latter featuring a version update with longer battery life and an always-on watch face.

With Apple TV+ (streaming original content) and Apple Arcade (subscription gaming), the company’s services department fired shots at almost every big video and gaming content company out there. Their pricing model comes at a very competitive $4.99 per month for each. Meanwhile, owning an iPhone, iPad or Apple TV, is the only way you can watch them all on one device. Nicely played.

AppleTV+ Talent: Apple

Computer Vision Unlocks the World

A new line of iPhones was announced and the category is now cleanly split in two. The iPhone 11 (low-end) and the iPhone 11 Pro (high-end).  The iPhone 11 offers all of the table-stakes features with an LCD screen, dual-camera, wireless charging and FaceID at $649. The iPhone 11 Pro line packs the innovation. On the back a new triple-camera array utilizes between one and three of the cameras in every shot you take to seamlessly create the very best picture possible.  This process, called “Deep Fusion”, analyzes every pixel through a neural network to create the final perfect picture output. This is AI photography and with it, Apple stays competitive with Google and their “Night Sight” feature. Similarly, on the video side, the three cameras can operate simultaneously to capture many beautifully shot angles at once, then let you edit them together to make your own high-end content.

Inside the iPhone 11 Pro is a new device location processing chip called the U1. Key here is the Ultra-Wide Band radio that enables ultra-fast connections with other devices nearby. Tim Cook called it “GPS the size of your living room,” meaning the U1 knows precisely where your device is in space. This can enable new AR experiences that further blend physical and digital by utilizing body tracking, object occlusion and spatial awareness. By combining the camera and the tracking system in iOS 13, we’ll see experiences that augment more than just our face.   

It’s here that brands can utilize apps to create more realistic and fully spatial product experiences, with full-body tracking that lets you “try on” a full outfit from head to toe. Retail experiences will be super-powered, enabling high-speed proximity connections with the U1 and immersive AR sales experiences accessed by the cameras.

A Look Ahead

With the 2019 Special Event, Apple has now refined the template for how they go to market with product refreshes. Exciting new content, best-in-class software and product innovation lead the way. The individual use cases are so varied that they allow each and every viewer to open their mind to the possibilities of combining all three. That is the area where Apple is in very exclusive company. Then again, live-streaming your event on your competitor’s product is the ultimate flex. 

image credit: Apple
Keith Soljacich

Keith Soljacich

VP/Group Director, Experiential Technology

As VP, Group Director, Technology at Digitas, Keith specializes in the technologies that power innovative marketing and advertising campaigns for our clients. He has worked with iconic brands like Whirlpool, AMEX, MillerCoors, Disney, and PlayStation to develop the next generation of digital creative technology. With a background in Production and CGI, Keith specializes in immersive technologies like AR & VR. Meanwhile, in the Lab, Keith leads a steady stream of research and development, prototyping and experimentation to find the next innovative solution for clients.

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