How Marketing Will Change in a Post-Phone World

Human-computer interaction will soon be screenless

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

I have a hypothesis: once everyone gets their hands on an iPhone X, it won’t just mark the device’s 10th year of incremental evolution; it will also represent “peak iPhone”—the point at which it will never be more influential, ubiquitous, or dominant. Not long after the X makes its way onto the mass market, the iPhone will begin to make way for its little sister: the Apple Watch, a product that has been much maligned but little understood.

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