Apple patent would let your pants talk to coffee shops


One of my favorite geek activities is to skim through Apple’s patents, which are updated nearly every day. Apple files for many cool ideas, such as holographic TV sets or haptic-sensory gloves, and the patents hint at real products to come.

Now, Apple wants to watch your body. In a recent filing, Apple described the need to move body-movement sensors beyond its current Nike+ sneaker systems, frankly admitting that the current Nike+ is limited in what it can do (basically log and share running miles, although Nike+ has started progressing into wristbands and watches):

The use of devices to obtain exercise performance information is known. For example, simple mechanical pedometers have been used to obtain information relating to walking or running… unfortunately, however, it is becoming more commonly practiced to place the sensor at locations on a garment (shoes, for example) that are not specifically designed to physically accommodate the sensor and/or calibrated to accurately reflect data…


The problem is twofold: athletes can move in many ways without shifting their feet, and there is a vast market beyond athletes if Apple found new ways to monetize other body-movement data. So Apple continues with this new concept — sensors in all clothing:

An embodiment of this invention pertains to linking an authenticated sensor with one or more authorized garments (such as running shoes, shirts, slacks, etc.) that can provide in addition to current physiologic data of the user, garment performance statistics (i.e., rate of wear of a running shoe), location of the garment and any related information (location of near-by eating establishments, for example) and any other garment related data.


The expansions of Nike+ would improve human tracking in a way that moves more Apple entertainment content. Clothing that tracks nuances in movement would allow Nike+ to work on bicycles, indoor trainers, or weight training; all of this data could expand the social functionality, and also tailor music playlists and content sales, a nice source of profit. The next way could be using physiologic data and LBS tracking to align Apple mobile devices with retail network partners (coffee shops, clothing outlets), telling you when and where you can find offers to refuel from workouts, another source of revenue for Apple. And Apple could even get into the payments game: if Apple integrated NFC into its mobile devices, it could capture a slice of each transaction as you use your iPod instead of a wallet.

Your physical condition, movement, content preferences, and buying mechanisms could all revolve around Apple. You’d get better feedback and personalized content (“Nice workout! And your favorite coffee shop is just ahead!”), and Apple would make a lot more money.

All you have to do is wear the right clothes.

Ben Kunz is vice president of strategic planning at Mediassociates, an advertising media planning and buying agency, and co-founder of its digital trading desk eEffective.

Image: Patrick Caire
Originally posted on Google+.

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