Apple’s new face ID

The latest Apple keynote created a new topic of conversation; Apple’s face ID. The technology uses the camera and sensors to create a detailed 3D map of the users face, to allow instant unlocking and access to their phone. The “TrueDepth” dot projector will project over 30,000 unseen dots onto the user’s face each time they look at their phone, creating a map of the user’s features, and building out further detail with each use. Apple have said the technology will recognise the user if they change their hairstyle or look, and only work if looking at the phone.

Our take

Though not available to advertisers yet, this technology opens up new opportunities for brands to target and serve advertising to consumers based on Gender, age and lifestyle, meaning greater opportunity for relevance and contextual advertising.

Richard Lowe


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The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.