Prone to carsickness? Prone to physical disabilities? Prone to poor hearing? Apple has got your back.

In a recent news article published by NU.nl it is revealed that iPhone has developed a very interesting new function into its upcoming update: Vehicle Motion Cues. With this function users are no longer subject to becoming carsick when using their mobile device in moving transportation. Simply with the use of dots on the screen, the existing markets for motion sickness remedies or travel comfort technologies may be digitally disrupted, in a way ‘decoupling’ the management of car sickness from physical methods.

What does come into mind when getting to know about this upcoming feature, is that it may not suit the four layers of success in platform value creation. It can be argued whether the function provides a positive impact to society and our planet. As the usage of infrastructure, intelligence, and an increase in engagement is achieved, is this at the expense of sustainability on a social and cultural level? Users are becoming less and less subject to interact with the world around them, and this feature enhances this development (Daily Focus, n.d.).

Users being deaf or hard of hearing now no longer feel isolated or left behind, as Apple makes use of the Taptic Engine in iPhone in order to play taps, textures, and refined vibrations to the audio of particular music. The possibilities of these music haptics make the Apple products more accessible to a wider user base, and foster the synergies that Apple’s mixed enterprise structure can achieve.

These features can encourage more engagement on the device, lowering usage constraint during commute, due to physical disabilities, or due to hearing problems. By combining Apple’s platform ecosystem with its physical products, the company continues to leverage interconnectedness and value within its already established ecosystem. Data accumulation about customer usage of products and preferences helps companies such as Apple to identify how to adjust their models, to aggregate customer interests and invest in functions as such.

All in all, Apple continues to digitally innovate in order to enhance value from customer centricity, which is becoming more and more relevant when competing in the age of AI, especially as people are willing to pay for stronger services. As emerging technologies are on the rise to meet the needs of wider user bases, it is clear that Apple is not staying behind, as highlighted by its latest AI initiative: ‘Apple Intelligence’, which further emphasizes how innovation boundaries are changing and market boundaries are blurring.