Bob Schwartz

With the release of the iWatch, both Apple and Google realize a challenge they face. There has been a bit of pushback to Google Glass, and there will no doubt be a similar issue for the iWatch. Even the most avant garde people may have second thoughts about just how cool they don’t look wearing and using those devices.

Which is why Apple and Google are working on devices that are innovatively powerful but completely inconspicuous. These are brain implants that will function as smartphones—and more. Working names for these devices might be iBrain and gBrain. No one will know you are wearing them. No more pulling your smartphone out of your pocket, or putting on a pair of glasses, or bringing your wrist up to your face.

Ironically, the problem that Apple and Google have is precisely that: nobody will know you are using it. That is, there is no badge. Which is why, on a parallel track, marketers are working on an actual badge that tells the world that you are wearing an iBrain or gBrain. Another thought that marketers have is to encourage jewelry or tattoos that bring attention to the implant site. One product manager has even suggested a non-working antenna that could attach to the implant, giving the user the look of an old-fashioned Martian. Futuristic glasses and watches might not be cool, but that sure would be.