Apple Watch is now the #1 watch on the planet. The device is finally standalone. Although fitness will be a primary category here, savvy brands will be looking at new app experiences that will be faster due to the new power of the watch with connected access to a network. Behavior shifts have already been demonstrated (and were highlighted in the keynote) around health, but an entirely new set of “streamlined” experiences await as we can now put our phones down and interact digitally with our Apple Watch. QR Codes are going to be usable and in a big way. iOS 11 will integrate QR code scanning right into the camera — no more downloading and fumbling for a specific app to take advantage. Augmented reality (AR) will also attain scale and enhanced experiences on the new devices. Get the full story at The Drum Listen to "How might Apple's newest products shift consumer behavior?" at eMarketer