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How Apple’s new offerings are mobilising an army of creators

6 12 0

Cue the cascade of articles analysing every minute detail possible – the features, the functions, the onstage facial recognition fail.

There’s a lot of smartphone jargon we’re now accustomed to from the behemoth that is Apple. But in reality, all we really want to know, is what shiny new improvements do we have to play with, and how long is my battery going to last using them?

Between the iPhone 8 and the X you’ll hear about portrait lighting, augmented reality, FaceID and air-charging – just to name a few.

However, moving all that aside, you don’t need to identify features to understand what Apple is cleverly doing. You just need to take a step back from the bells and whistles, and view the scene with a panoramic lens. There’s a simple overarching theme to all of Apple’s exploits that puts everything into perspective which you can see subtly injected into their commercials, stores, promos and product launches.


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