The Secret Apple Isn’t Telling Us..Yet. Why This Won’t Be Just Another iPhone.

If you believe the rumours to be true, we are only two months away from the launch of the iPhone 8.

I’ve been an iPhone user for many years now, but I must admit – even my excitement for new versions has waned over the past few years. Others have been the same, citing the company’s ‘lack of’ innovation.

The result - Apple conceded their ‘most valuable brand in the world’ position to Google this year – after they sat at the top for 5 years straight according to Brand Finance.

I’m not giving up on them that fast though. We are talking about the brand that created one of the most evolutionary, and revolutionary products of our lifetime. We are talking about Apple for gods sake! So, what are we going to see next? Wow us, please.

Well, much of the hype and rumour about the new iPhone 8 has revolved around it's screen. Not positive hype either, with it almost all but confirmed that the phone screen will be made by Samsung - it’s #1 competitor. It will also be the same screen as the Galaxy 8. What?! This might be where that ‘lack of innovation’ tag is coming from. That can’t be it, can it? A new shiny screen?

Apple’s WWDC conference in June gave us some hints as to why we might be totally missing the bigger play by Apple. It was tucked away in between the rest of the hype at the event too – with everyone focused on Apple’s HomePod – it’s voice assistant product that will compete with Google and Amazon. Among all the announcements, they found just enough time to announce a small developer software they have just released – called ARKit. It was for developers only, so it’s little wonder it got lost in the hype. It shouldn’t have though – because the exact software allows developers to build Augmented Reality apps for iPhone.

But wait – why would they need to do that? Most AR doesn’t work with the current iPhone. Unless…

This is Apple's real play. AR technology is going to be built into the iPhone 8.

Apple will reset their foundations with this iPhone release. Yes, AR was made famous and put on the map by Pokémon Go. By the way, that game made over 1billion revenue within 6 months last year. Now, AR is the technology that Facebook, Snapchat and Google are all betting big on – and are in an tech arms race to win. It’s going to be a long race – that’s for sure, but slowly our real world will be overlayed with elements of the digital world. Starting through our phones.

So as soon as the iPhone 8 launches – Apple overnight become the leader of the AR race. The race might be over too as soon as this happens. It’s early to be calling this out – but...

Frankly, AR isn’t there right now. Not even close. We can do a few gimmicky things on Snapchat, and Facebook – but that’s about it. Once Apple release the technology and hardware within the iPhone 8 though – even if it’s an early version, they will have it in a over 200 mil hands pretty quickly. Now that’s starting to look like something that has the capability to become mainstream.

It’s no wonder all the tech giants are going all in – with the AR market valued to be at over 108bil per year within 4 years. Now they, and we need to find ways to make the technology useful - and integrated into every day life.

It’s been only a few weeks that the ARKit has been released to developers, but we have seen a glimpse of what the technology will be on offer. This will be supercharged once the iPhone 8 hits in a few months.

It will start off simple, and it should. An example of this technology in use below shows how easy it will be to measure the room around you - accurately and in an instant. It might not seem like a-lot, but the ability to survey in seconds, get the right depth and ratios – can give inspiration to renovate a space or try out a new fitting. Then using the same technology, we’ll be able to place AR objects and items within that space. Like a couch, or a lighting piece. Soon, we’ll be able to link this to buying that product instantly online.

This sort of technology through the new iPhone 8 will give us a glimpse into what the future looks like. It won't be so far away. In that future we will own a lot less stuff - according to Mark Zuckerberg.

"Think about how many of the things you use that don’t actually need to be physical. You want to play a board game? You snap your fingers, and here’s the board game. You want to watch TV? You don’t need a physical hardware TV, you buy a one-dollar app ‘TV’ and put it on the wall.”

So, let the AR race begin.