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Erwin predicts, writes about the future & developments today.

Brand: Apple

(all brands)

Excited staff shows new iPhone 5s en iPhone 5c Amsterdam Apple Store

Excited staff shows new iPhone 5s en iPhone 5c Amsterdam Apple Store. This is theater!! Personally, I love it. But many Dutchies perceive this as overdone, to much, to American, not Dutch. Dutch love 'doing normal'. I love: 'live life to the max'. Thanks Apple for energizing my day!


Future vision by Erwin Van Lun

Over time, cultures are about to integrate. We are all human beings, and cultures are a product of their natural environment. Cultures with lots of predators are different from cultures living near the sea, different from cultures very high of the mountains. However, the virtual world is everywhere. This technology makes people aware that we are all humans. Lots of our behaviour is programmed during our youth. Interestingly, the more we are aware of the differences while approaching these differences without fear, the more likely that we are prepared to let go of our past and search for what we have in common: the biology of the newborn child we all still carry. That is a good foundation for building future society, worldwide.

In 2013 we are living in a era were we still feel a bit uncomfortable with other cultures, even subtle differences between western cultures. Over time, with even stronger social media available across the world, and youth visiting every country, cultures will slowly (very slowly) integrate.

I love this example of how cultures merge!!!! Just a thought for your life: The more open you are to other cultures, the more you can enjoy them, and the more you can enjoy life! You’re only here once. It is not a rehearsal. Get everything out of it!

Related trends

iPhone fans collect rejected iPhone programs

iPhone Application Graveyard collects programs for the iPhone that Apple has rejected. It lists programs that were too much like the iPhone programs or applications the name of which could lead to brand intrusion, but it also lists non-ethical programs. For example, a program that shows a knife and reacts when you shake the iPhone.


Future vision by Erwin Van Lun

Brand-fans take matters in their own hands. In a next step, Apple will embrace these fans. It’ll show all submissions, including ‘rejected submissions’. Apple fans will get to vote and a lawyer will get to worry about brand rights. Apple fans will determine the ethical norms a brand maintains themselves and everyone will eventually get a personal top 10, based on user profile, your own explicit evaluations and what your friends thought of it. This development adds to that.

Apple patents laser spectacles

Apple has patented light weight spectacles with extremely thin lenses, comparable with thicker lenses, they are steered via a laser that is connected to your belt via an optic cable. There is a battery in the apparatus on your belt.


Future vision by Erwin Van Lun

Ever more technology is being developed to stimulate our senses as much as possible. This will make experiences in the virtual world much more realistic. This naturally also applies to brand experiences too.

AppleTV has you download directly to your TV

With AppleTV, a small device placed near the TV that makes a wireless connection to the internet, the user can now directly download a movie without even getting up from the couch. An interface appears which allows the user to directly select movies. Prices are $2.99 for a normal movie, $3.99 for a new movie, and a dollar extra for HD format. Take a guided tour here. (ap).

Thus home entertainment coaching brands further evolve. Now in HD format, soon in life size screens that cover whole walls. Now AppleTV only gives access to entertainment, soon we will pay a lot more for interactive content. The experience economy then will really come to life, and AppleTV can coach us in making selections out of all these possibilities.

Related trends

Apple shows YouTube videos

Apple will show YouTube videos on the new Apple TV, the digital appliance that makes a wireless connection between computer and TV (am). This way a new home entertainment coaching brand could evolve: a brand that entertains you while sitting on your sofa, interactive or not, with all possible content ever made in the whole world. Completeness is important in the development of these kinds of brands. YouTube videos thus should be in there too.

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