How Marketing Will Change in a Post-Phone World

Human-computer interaction will soon be screenless

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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. This is a shift that will fundamentally rewire the way we think about marketing, experience design and the world around us over the next several years.