What do the concepts of assistance and augmentation mean for the future of mobility? UM Worldwide’s Joshua Lowcock presents some answers.

It’s been 10 years since the release of the iPhone and five years since Facebook’s pivot to mobile. We have collectively witnessed mobile transform categories and industries from photography (Instagram) to music (Spotify); to banking (ApplePay) and transportation (Uber).

From a media perspective, “mobile first” has become an accepted maxim and statistics that 50 percent of YouTube is mobile don’t even raise an eyebrow.

Which is why, in September 2017, during Apple’s Keynote, there was a product announcement that signified we are entering the post-mobile era. This announcement has the potential to be as, if not more, disruptive than the arrival of the smartphone.

It was the Apple Watch with LTE.

Being bold, Apple got it wrong when they said the iPhone X signaled the start of the era when the device disappears into the experience. It was not the iPhone X, it was actually the Apple Watch LTE.

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