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.