Tuesday, November 2, 2021

Our favorite wireless earbuds

Earbuds should be easy to review. Compared to the myriad other product categories we look at day in, day out, there aren’t that many variables. Do they sound good? How’s the battery life? What about the noise canceling? How do they fit?

That last bit is, of course, highly subjective — even more so than the others. And it points to one of the biggest issues with reviewing the products. Much like the music we listen to on them, preference is a deeply personal thing. These are products we often wear for hours at a time, intimately pressed against our ears while we work, travel, exercise and even sleep.

As I’ve often written, I’ve never seen a consumer electronics category develop as quickly as Bluetooth earbuds, going from novelty to commodity seemingly overnight. The truth is that most of them are pretty good.

As a rule, I often tell people to go with a pair from the company that made their phone. There’s something to be said for a pair of products that were effectively built to work together. That’s a good place to start, certainly. But there are plenty of other variables worth considering when buying a set of buds for yourself — or as gift this holiday season. Sound, price, comfort, design and size are all worth considering here.

Over the past year, I’ve reviewed more wireless earbuds than any other product category (by a fairly wide margin). There isn’t a one-size-fits-all solution among them — and probably never will be in this space. What follows are some of my favorites in this burgeoning and booming category. You can’t go too wrong with any of them.

Apple AirPods Pro

Airpods Pro

Image Credits: Brian Heater

Price: $249
Review: Apple’s AirPods Pro set a pricey new standard for earbuds

Having just celebrated their third anniversary, Apple’s pro-level buds are a bit long in the tooth. But in terms of the overall package, they’re still the ones to beat. Sure, the company just introduced the third generation of the standard buds, with new features that blurred the line between models, but pricing aside, the Pros are still superior in most ways. That is, unless you’ve got an aversion to silicone tips.

They sound great, are comfortable, have excellent noise canceling and work seamlessly with iOS devices.

Beats Fit Pro

Image Credits: Brian Heater

Price: $199
Review: Ahead of the Pack

Until today, I would point to the Powerbeats Pro anytime someone asked me for a good pair of workout headphones. And while the Fit Pro don’t replace that product outright, they’ve moved to the top of my list for the category. As someone who recently took up running again, I’m impressed with what Beats was able to do in such a small category. I’ve had an aversion to stability wings after testing some rigid and painful models in the past, but the company got things right here.

OnePlus Buds Pro

Image Credits: Brian Heater

Price: $150
Review: Much Better

After striking out with their first pair of buds, OnePlus got a lot more things right with the Pros. They’re not setting the world on fire with any sort of tech innovation here, but they’re a solid and well-rounded pair that won’t require you to take out a second mortgage. The Pros have good noise canceling, are comfortable and, bonus, pump meditative white noise into your ears with a squeeze of the stems.

Samsung Galaxy Buds 2

Image Credits: Brian Heater

Price: $150
Review: Samsung Galaxy Buds 2

Unlike the rest of the Galaxy line, Samsung’s Buds aren’t flashy. And, honestly, that’s fine. They’re compact, solid and get the job done. Like the OnePlus Buds Pro, they’re not pushing any boundaries, but they’re an excellent pair of $150 buds, with adaptive noise canceling. They play particularly well with other Samsung devices, so if you’re in the Galaxy ecosystem, these are probably the ones to get.

Sony WF-1000XM4

Image Credits: Brian Heater

Price: $280
Review: Sony sets a new standard with the WF-1000XM4 earbuds

Not for the faint of heart — or wallet — Sony returned with another set of truly excellent audiophile earbuds this year. They tend toward the bigger and bulkier side of things, so I wouldn’t recommend going for a run in them, but if you’re looking for a pair of buds to, say, enjoy the hell out of a great live jazz record, these are truly tough to beat. Along with their predecessors, the WF-1000XM3 and confusingly similarly named WH-1000XM3/4 over-ear phones, Sony continues to be the gold standard for great-sounding headphones.

Wildcards:

Nothing Ear (1)

Image Credits: Brian Heater

Price: $100
Review: Something interesting

Honorable mentions for a pair of wildcards/underdogs for those looking outside of the big cos. Nothing made a well constructed pair of buds at a good price. They also look the part, with a clever, semi-transparent design language. I had some connectivity issues early on, though the company has largely addressed that with subsequent firmware upgrades. If you’re looking for something outside the Apple/Samsung/Sony world that won’t break the bank, give these a look.

Nura NuraTrue

Image Credits: Brian Heater

Price: $200
Review: The hardware startup adapts its innovative sound tech for truly wireless earbuds

Nura adapted its clever sound-adapting technology into a pair of portable buds. They lack some of the immersive depth of their over-ear counterparts, but the company is able to create a truly impressive musical experience with its custom profiles.



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Tuesday, October 26, 2021

Logicbroker taps into $135M to advance cloud-based drop ship software

Logicbroker, a Connecticut-based e-commerce company focused on cloud fulfillment, secured a $135 million growth round from K1 Investment Management.

Its software provides drop ship and marketplace automation capabilities to brands, retailers, suppliers and third-party logistics providers. As CEO Peyman Zamani explained it, “drop ship” is a way that packages get from the seller to the buyer.

For example, Walgreens is one of the Logicbroker’s customers, and if you purchased a bottle of Walgreens brand vitamins from the website, it might get to you from a company warehouse, shipped directly from the provider or from a third-party, but the item you receive will be branded Walgreens. Drop ship can also happen in-store: say you see a dress you like, but the retailer only has the blue one available and you want it in red. The store can order it and send it to you or you can pick it up in the store.

Zamani, who was previously an executive at Office Depot, says this kind of technology started about 30 years ago when the concept of electronic data interchange — businesses communicating information, like purchase orders and invoices, electronically versus on paper — began to become mainstream.

“Electronic data interchange is now at the heart of e-commerce,” he added. “The concept today is the same, but what I envisioned was this taking place in the cloud, but no one was focusing on the connectivity and automation in a scalable way.”

Logicbroker

Logicbroker portal

He founded Logicbroker in 2010, his third startup, and hadn’t raised much in the way of venture capital since 2013, just under $2 million, to get to profitability, Zamani said. Logicbroker hit that milestone about six years ago, and is growing about 80% year over year in revenue. It expanded into five global regions and works with over 4,000 companies, including Mars Wrigley and Samsung, to manage more than $5 billion in gross merchandise value annually.

Over the years, investors were knocking on the door, and Zamani was always “respectfully declining,” that is, until this year. The company closed out last year with approximately $2 billion in GMV and is on target to do close to $6 billion this year. In order to be a powerhouse and global leader in drop ship, Logicbroker wanted to accelerate product features, which meant going after some capital.

“We had eight offers, but picked K1 because they only invest in SaaS companies and look for category leader,” Zamani said. “We were already there in the U.S and want to repeat that globally. We could have gotten there ourselves, but it would have taken five to 10 years. Now we can get there in a couple of years.”

The new funding will go toward adding to its 65-person employee base, the global expansion and continued product development. Logicbroker launched its curated marketplace this year with half a dozen customers and intends to make it one of the company’s leading offerings over the next four quarters.

Simon Yu, senior vice president at K1, said via email he reached out to Zamani a few years ago when the firm saw that Logicbroker “was building something unique in the e-commerce space.” In speaking with the company’s customers, Yu said they told K1 how much “they loved the products and thought the team was building an innovative platform that had a direct positive impact on revenue.”

He believes digitalization of global e-commerce is still in the early stages, and behavior, like drop shipping, will become more prevalent over time.

“COVID-19 definitely accelerated some of that,” he added. “Logicbroker is fueling this transformation and we’re excited to work with Peyman and the Logicbroker team on building a category leader.”

 



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Wednesday, October 20, 2021

Deci snaps up $21M for tech to build better AI models based on available data and compute power

Building usable models to run AI algorithms requires not just adequate data to train systems, but also the right hardware subsequently to run them. But because the theoretical and practical are often not the same thing, there is often a gap between what data scientists may hope to do and what they practically do. Today, a startup called Deci that has built a deep learning platform to help bridge that gap — by building models that can work with the data and hardware that are available to use — is announcing some funding after finding strong traction for its products with Fortune 500 tech companies running mass-market, AI-based products based on video and other computer vision-based services.

The Tel Aviv-based startup has picked up a Series A of $21 million, money that it will be using to continue expanding its product and customer base. Insight Partners is leading the round, with previous backers Square Peg, Emerge and Jibe Ventures, alongside some new backers: Samsung Next, Vintage Investment Partners, and Fort Ross Ventures. Square Peg and Emerge led Deci’s seed round of $9.1 million a year ago. It also works very closely with others who are not strategic or financial investors (but may well be down the line?). Intel collaborated with it on MLPerf, where Deci’s technology accelerates the inference speed of the ResNet-50 neural network when run on Intel CPUs.

Up to now, Deci has been focusing its attention on models for computer vision-based products, where its platform — built on its own proprietary AutoNAC (Automated Neural Architecture Construction) technology — is able to build, and continuously update, models quickly for services that might have otherwise taken longer, and a lot of trail and error, to devise.

One key client, for example, is one of the world’s biggest and well-known videoconferencing platforms (unfortunately, name undisclosed) that is using Deci to build AI modeling so that users can blur their backgrounds in video calls. Here, all of the computing needed to execute that blurring is happening at “the edge”, on users’ own CPU-based devices (that is, not typically optimized for AI workloads).

Yonatan Geifman, the CEO who co-founded Deci with Ran El-Yaniv and Jonathan Elial (a trio of AI specialists), said that the plan is now to start expanding from computer vision applications to another challenge, building better NLP (natural language) models, which you might need to run any kind of service with a voice interface, from personal assistants on phones or smart speakers through to audio-based search or any kind of customer service interface, for example.

Although Deci has picked up a lot of business by helping companies address the challenge of running AI services in a landscape of devices that are not necessarily optimized for AI, it has also found a lot of interest from organizations to use Deci to build better models for their own internal computing, even when they theoretically have the GPUs and compute power on hand to run anything. This taps into an interesting power balance that has long existed in enterprise IT and is very much getting played out in AI today, where enterprises will try to do more with the assets they have to hand, while at the same time they are regularly getting pushed to invest more in newer and more expensive and powerful equipment.

“There is a race to larger models all the time,” Geifman said in an interview, citing the new language model announced earlier this month by Nvidia and Microsoft as one example of that evolution. “So the hardware is just not enough. In one sense, maybe that race and drive to invest in new hardware is being pushed by the hardware makers themselves, but the models are getting larger. There is a gap, between the algorithm and the supply of the hardware. So, we need to have some convergence based on what hardware we have. Deci is bridging or even closing that gap.”

With adequate training data being another perennial problem in AI, Deci is also working to give a boost on the data side of the equation. Geifman said that Deci essentially builds synthetic data sets to supplement data when more is needed to build the models. In all cases, the product works within organizations’ developer environments, data stays where it is and does not go to Deci or anywhere else in the process of building the models.

Alongside that Deci is also using AutoNAC to build more products. The most recent of these is DeciNets, which Deci describes as “a family of computer vision models” that essentially skip some of the work of building models from the ground up and therefore using less compute power to run.

“Deci is at the forefront of AI and deep learning acceleration, with highly differentiated technology that lets customers optimize blazingly fast deep learning models for inference tuned to any hardware platform,” said Lonne Jaffe, MD at Insight Partners, in a statement. “We are delighted to be part of Deci’s ScaleUp journey and look forward to supporting the company’s rapid growth.” Jaffe is joining the board with this round.



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Tuesday, October 19, 2021

YouTube plans week-long live shopping event, following tests of livestream shopping with creators

YouTube announced earlier this year it would begin pilot testing livestream shopping with a handful of select creators. Now, the company is ready for a larger test of its live shopping platform with plans to host a week-long live shopping event, “YouTube Holiday Stream and Shop,” starting on November 15. The event will allow viewers to shop new products, unlock limited-time offers, and engage with creators and other viewers via Q&As and polls, the company says.

The company first unveiled its plans to invest in live shopping at the beginning of 2021, as part of a larger initiative around integrated shopping on YouTube. The initial tests had been focused on videos on demand before the livestream pilot kicked off this summer.

Since then, a number of YouTube creators have tried out livestream shopping with their fans, including Simply Nailogical, who launched her nail polish collection to 2.8 million fans on her Simply Not Logical channel; Hyram, who launched his ‘Selfless’ skincare line to his 4.5 million fans; and Raven Elyse who ran a livestream shopping session where she sold products in partnership with Walmart. (Walmart had earlier experimented with live shopping on TikTok across multiple events.)

Other retailers also participated more directly, YouTube notes. Sephora hosted a live Q&A and Target ran a live style haul using the new features, for example. 

The upcoming Stream and Shop event, which kicks off with the Merrell Twins, will also feature products from top retailers including Walmart, Samsung, and Verizon.

As part of its panel at Advertising Week, the company shared a few details from the research it has invested in to better understand the live shopping journey and how YouTube plays a role. In partnership with Publicis and TalkShoppe, YouTube study’s found that 75% of viewers used YouTube for shopping inspiration — for instance, by watching creators’ #ShopWithMe videos. It also found that 85% of viewers trust creators’ recommendations and that viewers valued information quality and quantity over the production value of the videos.

Despite the steps it’s been making towards live stream shopping, YouTube hasn’t yet made the feature broadly available. Instead, it’s continuing to test live shopping with individual creators.

In the meantime, however, rival TikTok has moved forward with live shopping features of its own.

Earlier this year, TikTok began piloting TikTok Shopping in the U.S., U.K. and Canada, in partnership with Shopify. At an event last month, the company said it was expanding shopping with new partners Square, Ecwid, PrestaShop, Wix, SHOPLINE, OpenCart and BASE. It also introduced a suite of solutions and features under the brand TikTok Shopping, which includes ways to integrate products into videos, ads, and LIVE shopping support.

Facebook also ran its own series of live shopping events this spring and summer, and now offers dedicated live shopping sections inside both its Facebook and Instagram apps’ Shop sections.

YouTube plans to share more about its upcoming live shopping event as the date grows closer.



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Monday, October 18, 2021

Equity Monday: Welcome to bigtech hardware week

Hello and welcome back to Equity, TechCrunch’s venture capital-focused podcast where we unpack the numbers behind the headlines.

This is Equity Monday, our weekly kickoff that tracks the latest private market news, talks about the coming week, digs into some recent funding rounds and mulls over a larger theme or narrative from the private markets. You can follow the show on Twitter here. I also tweet.

The show is back on Wednesday! Chat then!

Equity drops every Monday at 7:00 a.m. PST, Wednesday, and Friday at 6:00 a.m. PST, so subscribe to us on Apple PodcastsOvercastSpotify and all the casts!



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Saturday, October 16, 2021

What to expect from Apple, Google and Samsung’s big events

Hardware season is heading for a dramatic finale next week, with three events from three major companies, three days in a row. Apple, Google and Samsung (in that order) are all hosting big events next week, getting their last big announcements (hopefully) out of the way ahead of the upcoming holiday season.

That means your friendly neighborhood hardware editor — and much of the TechCrunch staff — is set to be busy for the next few weeks, writing about and reviewing all manner of gadgets. Meantime, we’ve got some information to go off, in terms of what we can expect next week, through a combination of rumors, leaks and process of elimination.

That last bit holds especially true in the case of Apple and Samsung. Both companies are following recent big product unveils, and barring brand new product lines, we can triangulate what’s likely next on the docket for each. Google, meanwhile, has essentially announced what it’s got brewing for Tuesday.

Let’s work chronologically here.

Apple MacBook Pro silver keyboard. close up Mac on the blue background

Apple MacBook Pro silver keyboard. close up Mac on the blue background

Apple’s kicking things off Monday at 10AM PT/1PM ET. It’s been just over a month since the company’s latest event, which brought new iPhones, Apple Watches and iPads. One big missing product line was absent, however. We didn’t see any new Macs. With macOS Monterey dropping any day now, and the company’s already announced plans to upgrade its entire line to first-party silicon, the absence was felt at the event.

It seemed reasonable to expect the company might go the press release route, but instead, it looks like Apple’s opted to give Mac its moment in the spotlight. As I’ve noted before, companies are generally less obligated to cram everything into a single event now that they’re not asking attendees to fly from around the world to be there. Some have taken liberties with this notion — though I don’t anticipate that to be the case here. At the very least, we expect some big Mac news, including:

  • A new MacBook Pro in 13 and 16-inch versions
  • A new Mac Mini
  • A 27-inch iMac

Image Credits: Brian Heater

The first two essentially replace last year’s M1 models, which effectively had the same guts. A new, even faster M1X chip is said to be arriving, along with potential hardware redesigns. The 27-inch iMac, meanwhile, would augment the 24-inch model, serving as a more pro-focused system.

An overdue update to the entry-level AirPods are said to be in the works, as well, featuring improved sound quality and design more inline with the Pros — but without active noise canceling.

Image Credits: Google

Speaking of new chips, Google already announced its plan to unveil its in-house Tensor chip, becoming the latest company to buck Qualcomm for first-party silicon. That will be used to power the new Pixel 6 and a Pro model. The handsets feature a radical redesign for a line that’s been stumbling to stay afloat in the smartphone wars.

Google has gone as far as putting up a product page for the pair ahead of the event. Cribbing from Greg’s writeup of the initial announcement here:

  • The base 6 will have a matte aluminum finish with a 6.4″ display, while the Pro has a shinier polished aluminum finish with a 6.7″ display.
  • Pixel 6 has two cameras (wide and ultrawide), while the 6 Pro adds a telephoto zoom lens.
  • If you were hoping the increasingly common “camera bump” trend was on the way out… not quite. The bump has now evolved into the “camera bar,” with Google’s Rick Osterloh noting that better sensors and lenses just won’t fit in a smaller package.

A recent leak has offered up a bit more info on their camera system — two rear-facing on the 6 and three on the Pro. They’ll both feature a 50-megapixel wide-angle and a 12-megapixel ultra-wide, while the Pro adds a 48-megapixel telephoto. That event is going down Tuesday at 10AM PT/1PM ET.

Image Credits: Brian Heater

Samsung’s Wednesday event is the biggest question mark of the three — which, given how Samsung products tend to leak, is not something we get to say much. The new foldables were recently announced and we don’t expect another Galaxy S device until around MWC in February/March of next year. A PC or tablet seems to be a reasonable guess. Though the bright colors in the invite could offer another clue. That event kicks off at 7AM PT/10AM ET on Wednesday.

Apple October Event 2021



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Friday, October 15, 2021

Smartphone sales down 6% as chip shortages begin to impact market

Canalys reported this morning that global smartphone sales are off 6% this quarter, and it’s not because of lack of demand. It’s due to the worldwide chip shortage.

The pandemic has had a negative impact across supply chains, and chips have been particularly hard hit. Canalys principal analyst Ben Stanton says that manufacturers are trying to keep up as best they can, but the chip shortage is a legitimate roadblock right now. “On the supply side, chipset manufacturers are increasing prices to disincentivize over-ordering in an attempt to close the gap between demand and supply. But despite this, shortages will not ease until well into 2022,” he said in a statement.

What did the market look like this past quarter as a result of these supply chain issues? Well, the usual suspects maintained their market share positions with Samsung holding steady year over year at 23%. Meanwhile Apple saw YoY sales increase 3% to 15% this quarter. Xiaomi held steady in third place at 10% with no change YoY.

Canalys Smartphone marketshare chart for Q32021.

Image Credits: Canalys

Manufacturers have to be concerned at this turn of events, especially as we head into the crucial holiday shopping season. Apple released the new iPhone 13 at the end of September, too late for this quarterly report, but no doubt timed for the shopping season. The chip shortage issues could put a damper on its plans. Even though both Samsung and Apple make their own chipsets for their mobile devices, each company is still feeling the impact of the chip component shortage.

As a result, Stanton says it will be unlikely consumers will see any cost cutting this year, as manufacturing costs continue to spiral upward. Instead, he anticipates that we may see more bundling of phones with other devices as a buying incentive. “Customers should expect smartphone discounting this year to be less aggressive. But to avoid customer disappointment, smartphone brands which are constrained on margin should look to bundle other devices, such as wearables and IoT to create good incentives for customers.”

CNBC reported just yesterday that the consumer chip shortage could persist even longer than Stanton is predicting, perhaps as long as two to three years, according to president of Hisense, Jia Shaoqian, whose company makes devices like home appliances and consumer goods.



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Wednesday, October 13, 2021

Funnel, a no-code tool for marketers to organize disparate data sources, raises $66M in ‘pre-IPO’ round

The world of marketing has become a world of marketing tech. But marketers are not necessarily engineers, so working with the terabytes of data their campaigns produce can be a challenge. Today, a Stockholm startup called Funnel, which has built a no-code platform to help manage that process, is announcing $66 million in funding, a growth round that underscores the demand in the market for such tools. Funnel is describing this as a “pre-IPO” round: it will be its last before it files to go public, likely in his home market, and likely in the next six to 18 months.

Fourth Swedish National Pension Fund (AP4) and Stena Sessan are co-leading the round, with previous backers Balderton Capital, Eight Roads, F-Prime, Oxx, and Industrifonden also participating, among others. Fredrik Skantze, the co-founder and CEO, said the company is not disclosing its valuation but he said it was considerably higher than its pre-money valuation in its last round, a pre-pandemic $47 million Series B in January 2020.

As a measure of Funnel’s size, the company has about 1,200 large customers, with about half of them in the U.S. They include brands like Home Depot, trivago, Skechers, Samsung, Vodafone, Logitech, Skyscanner, and SAS – Scandinavian Airlines, as well as Havas Media, a division of the French advertising and PR giant, Ogilvy and DAC Group.

The challenge that Funnel is tackling is that marketing has become a massively digitized business: although outdoor, print, television and other analogue campaigns still account for 40% of marketing spend, that leaves 60% to digital.

That is a proportion that is still very much on the rise, not least because digital marketing provides a more measurable picture of how well a campaign is doing: people engage and respond on social media; they click on links; they share information to other platforms. The growing ubiquity of digital marketing also means that the data sources that a marketer typically uses are also growing.

“Four or five years ago, a marketer typically used seven data sources,” said Skantze. “Then that grew to 10. Now, our customers might be using 20 to 30 or even 70 or 80 data sources. If you are active in 50 markets that becomes a complex problem.”

But that also poses a data problem. When there are fewer platforms and marketing campaigns running, a marketer has typically relied on using spreadsheets to analyse data, or tools specific to a single campaign. However, that becomes untenable as the data sources grow and as the expectations of what marketers want to get out of that information grow along with it. Working with the data that is produced thus usually requires the help of a data scientist to organise it to be reported in a more usable way.

“It’s not enough to simply use the raw data,” Skantze said. “Facebook alone has 700 metrics, and the data you will get from a campaign just goes to a data warehouse. So you have to make it business-ready, you have to normalize it. That means using something like SQL. And that means marketers themselves cannot work directly with that funnel of data.”

Funnel’s platform is able to “read”, organize and create reports for the various datasets coming out of these campaigns, by way of sets of rules that are pre-designed, or a company can customize for itself. It currently handles some 550 different data sources (from social media platforms to search engines and much more: basically any digital platforms that might be used by a marketer to run a campaign). And it is adding more in as and when customers use them, Skantze said. Through drop-down menus, non-technical marketers can do, he said, “all the things they would have previously asked an IT person to do, to stage the data.”

The key also is that it’s focused on marketing, which also sets it apart from other competitors providing low-code tools to help organize data for further business intelligence or reporting applications.

“Five years ago I would have thought that BI tools would solve this, but the problem is is that they are too horizontal, and cover any type of data, whether it is marketing, geographical, financial or so on. So within marketing it might cover only five data sources, while we have 550,” he said. “You can’t solve the problem of pulling in the data unless you are vertical in some sort of segment. It’s the same with snowflake: it has 200 connectors but they are in too many areas.”

Funnel’s future growth may seem all but assured: more online activity breeds more marketing activity, and marketers are being expected to report and provide more, not less, insights about what they do and discover about their customers. On the other hand, the market is evolving. People do not want to be tracked; regulations are coming into force that are making it harder to gather marketing data; there is a growing body of technology that is looking for ways of creating “synthetic” datasets that could mean less reliance on pulling data out of marketing campaigns, which could mean less business for the Funnels of the world; and platforms are also changing their tune.

“The restrictions that Apple has placed on tracking on iOS has had a big impact especially for B2C companies,” Skantze said. “They are not seeing the same level of performance as before. It’s something our customers are concerned with but so far that hasn’t affected us. Our role is to pull down data, so that others can understand it. We are a bit like Switzerland here. We are a step away from the mechanics of adtech.”

Regardless of how that develops, this is a good argument for diversifying to cover more than marketing in its platform.

There are a number of tools in the market today that are also creating ways to better order data troves so that they can be used for better business intelligence. They include Collibra and Acryl and many others. The key with Funnel is that it is presented firmly as a tool for non-technical people, and it has been built with marketing in mind, Skantze noted. That being said, the company has plans to extend beyond marketing over time. “We are already pulling data for sales teams and e-commerce teams,” he said, and it is also eyeing up a move into providing data reporting tools for the finance sector.

“Pre-IPO” rounds in the context of this latest fundraise is about bringing in institutional investors who will also be a part of the IPO process.

“We are long term investors who look for companies we like and hold them for a long time. We were impressed with the size of the global opportunity and the team’s ambition to build a large software company,” said Jannis Kitsakis, senior portfolio manager at AP4, in a statement.

“Funnel has shown strong, predictable growth with impressive go to market metrics and a global footprint,” added Fredrik Konopik, Investment Director at Stena Sessan. “We feel that the company is well positioned for the public market in Sweden.”



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Tuesday, October 12, 2021

Plume raises $300M as it passes 1.2B devices in 35M homes using its smart WiFi service

Plume — a communications startup that partners with carriers to provide smart mesh WiFi to improve broadband connectivity in homes, and then offers other smart home services on top of that network — has been in the middle of a massive boom in its business fueled by the rapid uptake, use, and complete reliance on broadband in the home working as best as it can.

Now it has closed a huge funding round to ride the wave. The Palo Alto-based startup has raised another $300 million led by SoftBank Vision Fund 2 at a valuation of $2.6 billion. Plume’s CEO and founder Fahri Diner said the startup will be using the money to continue building out its software platform, inking and servicing more deals with carriers, and generally expanding its horizons.

“Two years ago, the killer app was WiFi, managing the pods,” he said, referring to the system of mesh routers that are used to improve the speed and quality of a WiFi network in homes. “That is no longer it, although it’s still a big piece of it. Access control and device security are growing fast, and people are also engaging with our motion sensors since indoor cameras are going away because of privacy reasons. IOT, health, energy management, and home security are all areas we have been testing for two years and they work, so we will be leaning into a lot of stuff.”

Other investors in this latest round were not disclosed but previous backers include a strong mix of strategic and financial investors: Charter Communications, Comcast Cable, Foxconn, Insight Partners, Jackson Square Ventures, Liberty Global Ventures, Presidio Ventures, Qualcomm, Samsung, Service Electric Cablevision, Shaw Ventures, Silicon Valley Bank, and UpBeat Venture Partners among them. Insight was the sole backer in its last round, investing $270 million at a $1.35 billion valuation in the startup. The fact that this latest SoftBank-led round is coming just eight months later is a mark of how rapidly Plume’s business has been growing.

Indeed, Covid-19 and the impact it had on how we use our broadband at home has probably been the biggest driver of Plume’s business in the last year.

As more people have been compelled to stay home to work, study, and pass the time, the more strain we’ve been putting on those home networks. In some cases, like mine, that strain also quickly led to major cracks: I am myself a Plume user; after trying a number of other things it was the only solution that could get the broadband to work well and reliably in our London Victorian house.

I guess we weren’t the only ones. Plume said that business ballooned in the last two quarters, adding 13 million new households to total 35 million (“more than our biggest customer, Comcast,” Diner pointed out to me); and it added 350 million more devices to its platform bringing the total to 1.2 billion devices; plus 60 more broadband carrier customers to now total 240 million globally (these include cable companies, telcos, and wireless carriers that also offer broadband).

It’s also now partnering with those carriers to branch out beyond their own broadband. In an OTT-style play, in the UK, Plume and Virgin Media are selling HomePass, which includes the Plume pod and software to manage it and run other services, across all of the UK (25 million households), regardless of whether Virgin is providing the broadband underpinning the service or not.

All of this is banked around services for consumers and the connected home. These are two areas where the startup will definitely continue to expand its reach, as outlined by the range of managed services Diner said the company has been working on for some time, along with others tapping into the connected home and specifically electronic objects that already have some degree of interfacing with the internet (think here: Plume letting you know when your connected Nespresso machines is about to need cleaning). These are due to start to get rolled out later this year when Plume releases an update of its app.

But further along, the company’s next steps will likely be outside the home, Diner said. One big area where you could see it doing more, for example, is in the area of industrial environments, where there are vast networks of often remote devices that are costly to connect to networks in a reliable way, which also need monitoring — two areas where Plume could figure in the future.

“We might segment the market into residential, business, and industrial IoT,” he said. “We have a phenomenal foothold in residential, which we are now moving into small business. Industrial is also in our scope. We have ambitious plans and this financing gives us more capability.” What is not in scope, he added, is enterprise campuses, where often there is already extensive internet wiring and bespoke WiFi solutions that fit into a company’s particular networking and security configurations.

“The pandemic has dramatically accelerated the adoption of digital services, increasing our dependence on smart devices,” said Nagraj Kashyap, Managing Partner at SoftBank Investment Advisers, who joined the Plume Board of Directors, in a statement. “Through its innovative cloud data platform, we believe Plume’s consumer-first approach provides customers with reliable connectivity in their homes and beyond. We are pleased to partner with Fahri and the team to support their ambition of reinventing services for smart spaces globally.”



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Thursday, October 7, 2021

Epic Games CEO Tim Sweeney calls out Apple for promoting its services in the iPhone Settings screen

Epic Games CEO Tim Sweeney, whose high-profile antitrust lawsuit against Apple is now under appeal, is today calling out the iPhone maker for giving itself access to an advertising slot its competitors don’t have: the iPhone’s Settings screen. Some iOS 15 users noticed Apple is now advertising its own services at the top of their Settings, just below their Apple ID. The services being suggested are personalized to the device owner, based on which ones they already subscribe to, it appears.

For example, those without an Apple Music subscription may see an ad offering a free six-month trial. However, current Apple Music subscribers may instead see a prompt to add on a service they don’t yet have, like AppleCare coverage for their devices.

Sweeney suggests this sort of first-party advertising is an anticompetitive risk for Apple, as some of the services it’s pushing here are those that directly compete with third-party apps published on its App Store. But those third-party apps can’t gain access to the iPhone’s Settings screen, of course — they can only bid for ad slots within the App Store itself.

Writes Sweeney: “New from the guys who banned Fortnite: settings-screen ads for their own music service, which come before the actual settings, and which aren’t available to other advertisers like Spotify or Sound Cloud.”

Sweeney had been retweeting another post by Mobile Dev Memo analyst Eric Seufert, who himself was sharing an image credited to Glassfy co-founder Francesco Zucchetta.

Zucchetta tells TechCrunch he spotted the ad on an iPhone 8 he owned which was running iOS 15. But others have seen the ads on newer devices, as well. And some respondents noted they were receiving Apple’s promotions as push notifications, too.

The issue here is tricky because the promotion isn’t always a situation where Apple is disadvantaging a rival to its own benefit.

For example, on an iPhone 13 Pro Max we have which is running iOS 15.1, the prompt was used to inform us we still had a certain number of days left to add AppleCare+ coverage. (We already have most of Apple’s other subscriptions.). But in this case, there aren’t third-party apps offering a direct competitor to AppleCare, in the same way that Spotify directly competes with Apple Music. Instead, warranty companies like Asurion partner with mobile carriers like AT&T and Verizon to sell their iPhone insurance plans, instead of selling direct to consumers through the App Store.

Some might even argue that a reminder to add warranty coverage is a useful feature, not an unwanted intrusion.

While Sweeney’s tweet has raised awareness of the first-party promotions in Settings, they are not new.

Apple has often used the iPhone’s Settings screen to market its services to its customers in much of the same way as it’s doing now.

Last year, for example, it was spotted running promotions for Apple Arcade, AppleCare and Apple TV+ in Settings. Outside of this screen, Apple has also promoted its own services in other unusual ways, including through the use of push notifications. And it has cross-promoted its services inside its own apps for years — like prompts to subscribe to Apple Music while using iTunes.

But regulators today are taking a closer look at platforms and how they’re using or abusing their market power. Google is currently appealing a record penalty in the EU for its requirement that device manufacturers preinstall Google’s suite of apps with the phones they sell. Samsung, meanwhile, said it would stop running ads in its first-party apps on Galaxy devices. (It had displayed ads for other companies and those that promoted its own products, at times.)

Epic Games didn’t have any further comments on Sweeney’s tweet, including whether or not the company would be using this latest bit of information in its upcoming appeal. Apple has been asked for comment but has not responded.



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Tuesday, September 21, 2021

The iPhone 13 Pro goes to Disneyland

This year’s iPhone review goes back to Disneyland for the first time in a couple of years for, uh, obvious reasons. I’m happy to report that the iPhone 13 Pro and iPhone 13 performed extremely well and the limited testing I was able to do on the iPhone mini and iPhone 13 Pro Max showed that for the first time you’re able to make a pretty easy choice based on size once you’ve decided you’re ok without telephoto.

One of the major reasons I keep bringing these iPhones back to Disneyland is that it’s pretty much the perfect place to test the improvements Apple claims it is making in an intense real-world setting. It’s typically hot, the network environment is atrocious, you have to use your phone for almost everything these days from pictures to ticket scanning to food ordering and you’re usually there as long as you can to get the most out of your buck. It’s the ideal stress test that doesn’t involve artificial battery rundowns or controlled photo environments. 

In my testing, most of Apple’s improvements actually had a visible impact on the quality of life of my trip, though in some cases not massive. Screen brightness, the longer telephoto and battery life were all bright spots.

Performance and battery

The battery of the iPhone 13 Pro hit just over the 13 hour mark in the parks for me running it right to the dregs. Since there was so much video testing this year, the camera app did stay on screen longer than usual at just over 1hr of active ‘on screen’ usage which does put a bit of a strain on the system. I’d say that in real-world standard use you’ll probably get a bit more than that out of it so I’m comfortable saying that Apple’s estimate of an hour or more longer video playback time from the iPhone 12 Pro is probably pretty accurate. 

Image Credits: Matthew Panzarino

Though it was hard to get the same level of stress on the iPhone 13 Pro Max during my tests, I’d say you can expect even more battery life out of it, given the surplus it still had when my iPhone 13 Pro needed charging. Bigger battery, more battery life, not a big shock.

If you’re using it in the parks and doing the rope drop I’d say I would plan on taking it off the charger at 6am or so and plan to have a charger handy by about 4pm so you don’t go dead. That’s not a bad run overall for an iPhone in challenging conditions and with heavy camera use. 

Apple’s new ProMotion display was a nice upgrade as well, and I did notice the increased screen brightness. Typically the bump in brightness was only truly noticeable side-by-side with an iPhone 12 Pro with high-key content displayed on the screen. Popping open the Disneyland app for the barcode meant a bit better consistency in scanning (though that’s pretty hard to say for sure) and a visual increase in overall brightness in direct sun. Out of the Sun I’d say you’d be hard pressed to tell.

The variable refresh rate of the ProMotion screen cranking all the way up to 120hz while scrolling Safari is a really nice quality of life improvement. I’m unfortunately a bit jaded in this department because I’ve done a ton of my computing on the iPad Pro for the past couple of years, but it’s going to be an amazing bump for iPhone users that haven’t experienced it. Because Apple’s system is not locked at 120hz, it allows them to conserve battery life by slowing down the screen’s refresh rate when viewing static content like photos or text when not scrolling. I’m happy to say that I did not see any significant ramping while scrolling, so it’s really responsive and seamless in its handling of this variability.

The new A15 chip is, yes, more powerful than last year. Here’s some numbers if that’s your sort of thing:

Impressive as hell, especially for more battery life not less. The power-per-watt performance of Apple’s devices continues to be the (relatively) un-sung victory of its chips department. It’s not just that this year’s iPhones or the M1 laptops are crazy fast, it’s that they’re also actually usable for enormous amounts of time not connected to a charger. For those curious, the iPhone 13 Pro appears to have 6GB of RAM. 

Design

Image Credits: Matthew Panzarino

The design of the iPhone continues to be driven by the camera and radio. Whatever is necessary to support the sensors and lenses of the camera package and whatever is necessary to ensure that the antennas can accommodate 5G are in control of the wheel at this point in the iPhone’s life, and that’s pretty natural. 

The camera array on the back of the iPhone 13 Pro is bigger and taller in order to accommodate the three new cameras Apple has installed here. And I do mean bigger, like 40% bigger overall with taller arrays. Apple’s new cases now have a very noticeable raised ridge that exists to protect the lenses when you’re setting the case down on a surface. 

Everything else is sort of built around the camera and the need for wireless charging and radio performance. But Apple’s frosted glass and steel rim look retains its jewel-like quality this year and they’re still really good looking phones. I doubt the vast majority of people will see them long without a case but while you do they’re nice looking phones.

The front notch has been pared down slightly due to improvements in camera packaging, which leaves a tiny bit more screen real-estate for things like videos, but we’ll have to wait to see if developers find clever ways to use the extra pixels. 

Now, on to the cameras.

Cameras

It seems impossible that Apple continues to make year-over-year improvements that genuinely improve your optionality and quality of images that are enough to matter. And yet. The camera quality and features are a very real jump from the iPhone 11 Pro across the board and still a noticeable improvement from the iPhone 12 Pro for you early adopters. Anything older and you’re going to get a blast of quality right to the face that you’re going to love. 

The camera packaging and feature set is also more uniform across the lineup than ever before with Apple’s IBIS in camera sensor shift stabilization system appearing in every model — even the iPhone 13 mini which is a crazy achievement given the overall package size of this sensor array.

In my experience in the parks this year, Apple’s improvements to cameras made for a material difference no matter which lens I chose. From low light to long zoom, there’s something to love here for every avid photographer. Oh, and that Cinematic Mode, we’ll talk about that too. 

Telephoto

Of all of the lenses I expected improvement from, the telephoto was actually not that high on my list. But I was pleasantly surprised by the increased range and utility of this lens. I am an admitted telephoto addict, with some 60% of my photos on iPhone 12 Pro taken with the tele lens over the wide. I just prefer the ability to pick and choose my framing more closely without having to crop after the fact. 

Having Night Mode on the telephoto now means that it doesn’t fall back to the wide lens with crop in dark conditions as it used to. Now you get that native telephoto optics plus the Night Mode magic. This means much better black points and great overall exposure even hand held at zoom — something that felt just completely out of reach a couple of years ago.

Image Credits: Matthew Panzarino

With the higher zoom level, portraits are cropped tighter, with better organic non-portrait-mode bokeh which is lovely. With this new lens you’re going to be able to shoot better looking images of people, period.

If you’re a camera person, the 3x reminds me a lot of my favorite 105mm fixed portrait lens. It’s got the crop, it’s got the nice background separation and the optical quality is very, very good on this lens package. Apple knocked it out of the park on the tele this time around. 

Image Credits: Matthew Panzarino

The longer optical range was also very handy in a Disneyland world where performers are often kept separate from guests — sometimes for effect but mostly because of pandemic precautions. Being able to reach out and get that shot of Kylo Ren hyping up the crowd was a fun thing to be enabled to do.

Wide

Apple’s wide lens gets the biggest overall jump in sensor technology. A larger Æ’/1.5 aperture and new 1.9µm pixels roughly doubles the light gathering — and it shows. Images at night and inside ride buildings had a marked improvement in overall quality due to deeper blacks and better dynamic range. 

Image Credits: Matthew Panzarino

With Night Mode enabled, the deeper light gathering range and improved Smart HDR 4 makes for deeper blacks and a less washed out appearance. If I had to characterize it, it would be ‘more natural’ overall — a theme I’ve seen play out across the iPhone cameras this time around. 

Image Credits: Matthew Panzarino

Without Night Mode enabled, the raw improvement in image quality due to more light being captured is immediately evident. Though I think there are few situations where you need to turn off Night Mode any more, subjects in motion in low light are one of those and you’ll get a few inches extra of wiggle room with this new sensor and lens combo in those instances. 

Having sensor shift OIS come to the wide on the iPhone 13 across the range is a huge godsend to both still shots and video. Though I’m spoiled having been able to play with the iPhone 12 Pro Max’s stabilization, if you haven’t shot with it before you’re going to be incredibly happy with the additional levels of sharpness it brings.

Ultra Wide

Apple’s ultra wide camera has been in need of some love for a while. Though it offered a nice additional perspective, it has suffered from a lack of auto-focus and sub-par light gathering ability since its release. This time around it gets both a larger Æ’/1.8 aperture and autofocus. Apple claims 92% more light gathering and my testing in pretty rough lighting conditions shows a massive improvement across the board. 

Image Credits: Matthew Panzarino

Typically at Disneyland I like to shoot the wide in one of two ways: up close to create a fisheye-type perspective for portraits or to snag a vista when the lighting or scene setting is especially good. Having auto focus available improves the first a ton and the wider aperture gives the second a big boost too. 

Check out these shots of a moonlit Trader Sam’s, a snap that you might grab because the lighting and scenery are just right. The iPhone 12 Pro isn’t bad at all here but there is an actually quite clear difference between the two in exposure. Both of these were taken with Night Mode disabled in order to compare the raw improvement in aperture.

Image Credits: Matthew Panzarino

The delta is clear, and I’m pretty impressed in general with how much Apple keeps improving this ultra wide camera, though it seems clear at this point that we’re hitting the upper limits of what a 12MP sensor at this size can bring to a lens with such a wide POV. 

The new ISP also improves Night Mode shooting here too — and with a bit more raw range to work with given the wider aperture, your night mode shots lose even more of that bright candy-like look and get a deeper and more organic feeling. 

Macro photos and video

Another new shooting possibility presented by the iPhone 13 Pro is a pretty impressive macro mode that can shoot as close as 2cm. It’s really, really well done given that it’s being implemented in a super wide lens on a smartphone. 

I was able to shoot incredibly detailed snaps very, very close-up. We’re talking ‘the surface texture of objects’ close; ‘pollen hanging off a bee’s thorax’ close; dew…well you get the idea. It’s close, and it’s a nice tool to have without having to carry a macro attachment with you. 

Image Credits: Matthew Panzarino

I found the sharpness and clarity of the macro images I captured to be excellent within the rough 40% area that comprised the center of the capture area. Due to the fact that the macro mode is on the ultra wide, there is a significant amount of comatic aberration around the edges of the image. Basically, the lens is so curved you get excess blurring at the edges of a hyper-spherical element. This is only truly visible at very close distances at the minimum of the focal range. If you’re a few cm away you’ll notice and you’ll probably crop it out or live with it. If you’re further away getting a ‘medium macro’ at 10cm or whatever you’ll likely not notice it much.

This is a separate factor from the extremely slim field-of-focus that is absolutely standard with all macro lenses. You’re going to have to be precise at maximum macro, basically, but that’s nothing new.

Given how large scale Disneyland is I actually had to actively seek out ways to use the macro, though I’d imagine it would be useful in more ways in other venues. But I still got cool shots of textures in the bottles in Radiator Springs and some faux fungi at Galaxy’s Edge. 

Macro video is similarly fun but requires extremely stable hands or a tripod to really take advantage of given that the slightest movement of your hands is going to move the camera a massive amount of distance proportional to the focal area. Basically, tiny hand moves, big camera moves in this mode. But it’s a super fun tool to add to your arsenal and I had fun chasing bugs around some flower petals in the garden of the Grand Californian hotel with it.

Image Credits: Matthew Panzarino

As a way to go from world scale down to fine detail it’s a great way to mix up your shots.

One interesting quirk of the ultra wide camera being the home of macro on iPhone 13 Pro is that there is a noticeable transition between the wide and ultra-wide cameras as you move into macro range. This presents as a quick-shift image transition where you can see one camera clicking off and the other one turning on — something that was pretty much never obvious in other scenarios even though the cameras switch all the time depending on lighting conditions and imaging judgement calls made by the iPhone’s camera stack. 

Users typically never notice this at all, but given that there is now an official macro camera available when you swoop in close to an object while you’re on 1x then it’s going to flip over to the .5x mode in order to let you shoot super close. This is all totally fine, by the way, but can result in a bit of flutter if you’re moving in and out of range with the cameras continuously switching as you enter and exit ‘macro distance’ (around 10-15cm). 

When I queried about this camera switching behavior, Apple said that “a new setting will be added in a software update this fall to turn off automatic camera switching when shooting at close distances for macro photography and video.”

This should solve this relatively small quirk for people who want to work specifically at the macro range. 

Photographic Styles and Smart HDR 4

One of the constant tensions with Apple’s approach to computational photography has been its general leaning towards the conservative when it comes to highly processed images. Simply put, Apple likes its images to look ‘natural’, where other similar systems from competitors like Google or Samsung have made different choices in order to differentiate and create ‘punchier’ and sometimes just generally brighter images. 

Image Credits: Matthew Panzarino

I did some comparisons of these approaches back when Apple introduced Night Mode two years ago.  

The general idea hasn’t changed much even with Apple’s new launches this year, they’re still hewing to nature as a guiding principle. But now they’ve introduced Photographic Styles in order to give you the option of cranking two controls they’re calling Tone and Warmth. These are basically vibrance and color temperature (but only generally). You can choose from 5 presets including no adjustments or you can adjust the two settings on any of the presets on a scale of -100 to +100. 

I would assume that long term people will play with these and recommendations will get passed around on how to get a certain look. My general favorite of these is vibrant because I like the open shadows and mid-tone pop. Though I would assume a lot of folks will gravitate towards Rich Contrast because more contrast is generally more pleasing to the human eye. 

Image Credits: Matthew Panzarino

In this shot of some kid-sized speeders, you can see the effects on the shadows and midtones as well as the overall color temperature. Rather than being a situational filter, I view this as a deep ‘camera setting’ feature, much like choosing the type of film that you wanted to roll with in a film camera. For more contrast you might choose a Kodak Ektachrome, for cooler-to-neutral colors perhaps a Fuji, for warm skin tones perhaps a Kodak Portra and for boosted color maybe an Ultramax. 

This setting gives you the option to set up your camera the way you want the color to sit in a similar way. The setting is then retained when you close camera.app. This way when you open it, it’s set to shoot the way you want it to. This goes for the vast majority of camera settings now under iOS 15, which is a nice quality of life improvement over the old days when the iPhone camera reset itself every time you opened it. 

It’s worth noting that these color settings are ‘imbedded’ in the image, which means they are not adjustable afterwards like Portrait Mode’s lighting scenarios. They are also not enabled during RAW — which makes sense.

Smart HDR4 also deserves a mention here because it’s now doing an additional bit of smart segmentation based on subjects in the frame. In a situation with a backlit group of people, for instance, the new ISP is going to segment out each of those subjects individually and apply color profiles, exposure, white balance and other adjustments to them — all in real time. This makes for a marked improvement in dark-to-light scenarios like shooting out of windows and shooting into the sun. 

I would not expect much improvement out of the selfie camera this year, it’s just much the same as normal. Though you can use Cinematic Mode on it which is fun if not that useful in selfie modes.

Cinematic Mode

This is an experimental mode that has been shipped live to the public. That’s the best way to set the scene for those folks looking to dive into it. Contrary to Apple’s general marketing, this won’t yet replace any real camera rack focus setup on a film set, but it does open up a huge toolset for budding filmmakers and casual users that was previously locked behind a lot of doors made up of cameras, lenses and equipment. 

Cinematic Mode uses the camera’s depth information, the accelerometer and other signals to craft a video that injects synthetic bokeh (blur) and tracks subjects in the frame to intelligently ‘rack’ focus between them depending on what it thinks you want. There is also some impressive focus tracking features built in that allow you to lock onto a subject and follow them in a ‘tracking shot’ which can keep them in focus through obstacles like crowds, railings and water. I found all of these depth-leveraging features that did tracking to be incredibly impressive in my early testing, but they were often let down a bit by the segmentation masking that struggled to define crisp, clear borders around subjects to separate them from the background. It turns out that doing what portrait mode does with a still image is just insanely hard to do 30 times a second with complex, confusing backgrounds. 

The feature is locked to 1080p/30fps which says a lot about its intended use. This is for family shots presented on the device, AirPlayed to your TV or posted on the web. I’d imagine that this will actually get huge uptake with the TikTok filmmaker crowd who will do cool stuff with the new storytelling tools of selective focus.

Image Credits: Matthew Panzarino

I did some test shooting with my kids walking through crowds and riding on carousels that was genuinely, shockingly good. It really does provide a filmic, dreamy quality to the video that I was previously only able to get with quick and continuous focus adjustments on an SLR shooting video with a manually focused lens. 

That, I think, is the major key to understanding Cinematic Mode. Despite the marketing, this mode is intended to unlock new creative possibilities for the vast majority of iPhone users who have no idea how to set focal distances, bend their knees to stabilize and crouch-walk-rack-focus their way to these kinds of tracking shots. It really does open up a big bucket that was just inaccessible before. And in many cases I think that those willing to experiment and deal with its near-term foibles will be rewarded with some great looking shots to add to their iPhone memories widget.

Image Credits: Matthew Panzarino

Image Credits: Matthew Panzarino

I’ll be writing more about this feature later this week so stay tuned. For now, what you need to know is that an average person can whip this out in bright light and get some pretty fun and impressive results, but it is not a serious professional tool, yet. And even if you miss focus on a particular subject you are able to adjust that in post with a quick tap of the edit button and a tap on a subject — as long as it’s within the focal range of the lens.

As a filmmaking tool for the run and gun generation it’s a pretty compelling concept. The fact is that it allows people to spend less time and less technical energy on the mechanics of filmmaking and more time on the storytelling part. Moviemaking has always been an art that is intertwined with technology — and one of the true exemplars of the ideal that artists are always the first to adopt new technology and push it to its early limits.

It’s kind of hard to explain because I think most of us are so used to the language of film these days but having these tools in your arsenal is a huge step forward in how everyone’s home videos will look and feel over the next few years.

Just as Apple’s portrait mode has improved massively over the past 6 years, I expect Cinematic Mode to keep growing and improving. The relatively sketchy performance in low light and the locked zoom are high on my list to see bumps next year, as is improved segmentation. It’s an impressive technical feat that Apple is able to deliver this kind of slicing and adjustment not only in real-time preview but also in post-shooting editing modes, and I’m looking forward to seeing it evolve. 

Assessment

This is a great update that improves user experience in every way, even during an intense day-long Disneyland outing. The improved brightness and screen refresh means easier navigation of park systems and better visibility in daylight for directions and wait times and more. The better cameras mean you’re getting improved shots in dark-to-light situations like waiting in lines or shooting from under overhangs. The nice new telephoto lets you shoot close-up shots of cast members who are now often separated from the crowds by large distances, which is cool — and as a bonus acts as a really lovely portrait lens even while not in Portrait mode.

Overall this was one of the best experiences I’ve had testing a phone at the parks, with a continuous series of ‘wow’ moments with the cameras that sort of made me question my confirmation bias. I ended up with a lot of shots like the night mode wide angle and telephoto ones I shared above that impressed me so much I ended up doing a lot of gut checking asking other people in blind tests what they thought of the two images. Each time I did so the clear winner was the iPhone 13 — it really is just a clear cut improvement in image making across the board.

The rest of the package is pretty well turned out here too, with massive performance gains in the A15 Bionic with not only no discernable impact on battery life but a good extra hour to boot. The performance chart above may give the wow factor but that performance charted on the power usage of the chip across a day is what continues to be the most impressive feat of Apple’s chip teams. 

The iPhones 13 are an impressive field this year, providing a solid moat of image quality, battery life and now, thankfully, screen improvements that should serve Apple well over the next 12 months.

Image Credits: Matthew Panzarino



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