Apple Connecting the Dots in Health IOT
Apple is rapidly harmonizing data from a host of devices to synchronize health data, I didn’t realize just how much until I checked my health app a couple days ago and discovered that it had stitched together data from my iWatch, Nike Run Club, Withings Scale and from the phone itself. One simple screen aggregates anything the app can see from IOT devices including calories burned, steps taken, walking distance. exercise minutes, sleep, heart rate and even mindfulness. I’ve used the Nike+ app for over 6 years and have found that it encourages me to be more active (or at least reminds me that I need to get off my butt). In 2012, we liked this technology so much and thought it had such a great impact that we gave them as our holiday gifts at Collective Bias.
Apple Health, an app on iPhone that many users may not use or even realize is there, is a peek into how IoT data aggregation will play a larger role in connecting physical and digital environments. The data integration is creating a singular view of many health related inputs providing daily and long term views of overall fitness. This kind of data synthesis will simplify our lives and create many new opportunities for marketers to make meaningful behavior-based connections with shoppers. Apple is smartly integrating multiple data streams instead of seeking to only use its own device inputs. ‘Not invented here syndrome’ will be the death of many IoT dreams. However, Apple is acquiring technologies to add to Health ranging from sleep to blood glucose monitors.
Through this data stream, Apple and others could become a critical part of lowering healthcare costs. Doctors could provide more relevant care and be alerted to changing health status prompting early intervention of problems before they become more serious. Likewise with pharmaceutical companies and even insurance could be changed drastically with dynamic pricing. Apple’s IoT long game is thinking about large, inefficient markets that it can impact with real solutions instead of technical window dressing. Think payments, entertainment, retail etc., Apple is seeking to create solutions that help its customers live better through its products and services.
This is an essential evolution of the Apple brand from a product that people use to an experience that changes people’s lives. — Angela Ahrendts
Apple Pay will approach close to 60% market share in contactless payments in 2017, a business that ostensibly should be driven by banks and possibly retailers. By thinking about the shopper’s needs over its own agenda, Apple is dominating the space. It’s well on the road to doing the same in health information.
