The article from Fortune, dated May 13, 2025, discusses Apple's strategic shift towards innovation in brain-computer interface (BCI) technology as a means to rejuvenate iPhone sales and maintain its market dominance. Amidst a slowdown in traditional smartphone growth, Apple is investing heavily in BCI, aiming to integrate this technology into future iPhone models to offer users unprecedented control and interaction capabilities. The piece highlights Apple's collaboration with leading neuroscientists and tech experts to develop non-invasive BCI solutions, which could potentially revolutionize how users interact with their devices. The article also touches on the competitive landscape, noting that while other tech giants are exploring similar technologies, Apple's focus on BCI could position it at the forefront of the next wave of technological advancement in personal devices.
Read the Full Fortune Article at:
https://fortune.com/2025/05/13/apple-iphone-growth-innovation-brain-computer-interface/