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  • Do we want brands to know when we are sleeping?
  • Do we want brands to know when we are sleeping?
    Jawbone (2015) ©

Do we want brands to know our every measurement?

The Apple Watch launched in April 2015 with an array of sensors to measure a user’s pulse, movement and location. Touted as a health and productivity aid, the watch is the most mainstream product to gather bodily data in the form of biometrics. But should brands know our every measurement?

Location Global

In April 2015, Apple launched its much-anticipated smartwatch, boasting an array of sensors to measure a user’s heart rate, movement and location. The watch is touted as a health and productivity aid, with apps that can count calories burned and vibrate as a reminder to take a jog. [1

Having revolutionised the market for MP3 players, tablets and smartphones, the tech giant’s venture into wearables may mean a new dawn in the use of biometrics – technologies that measure and analyse bodily information (DNA, fingerprints, voice patterns, etc.) for a range of purposes including security, health ...



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