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What real people think about the iPhone XS

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The stars are out.

Five of them, according to my colleague Jason Cipriani.

In reviewing the iPhone XS Max, he describes it as “the future of the iPhone.”

What, though, do real people on the street think about this and its smaller sibling, the iPhone XS?

I’ve spent the last couple of weeks asking people on both coasts.

Also: iPhone XS Max first impressions: It’s big, but not too big

Now, when I say people, I mean real people: The 99 percenters who are taken advantage of every day.

They’re bartenders, baristas, and store employees. They’re those who can’t throw their money around on just anything.

Frankly, just about any human being I encountered was subject to a (polite, naturally) question about their thoughts on the new phone.

Not everyone’s love object?


Jason Cipriani/ZDNet

Where’s the Hologram?

I began near my home in the Bay Area, shortly after the XS and XS Max launched. Some of the replies left me a touch quiet.

“I’m not going to care until they make a hologram phone,” Sherine, a Starbucks barista, told me with some venom. “Anything else, forget it.”

Her fellow barista Danny was supportive: “She’s right. I’ve got a 7 and I’m not going to upgrade unless my plan gives me a new phone or I break mine. But the hologram would be great.”

That day, I went to a physical therapist. She didn’t even know there was a new iPhone. She was sure, though, that she didn’t need one.

“What’s so different about this one?” she asked.

Also: iPhone XS and XS Max reveals some battery surprises

I tried to explain.

“You know how I make my phone look different?” said the physical therapist, not entirely interested in my explanation. “I buy lots of cases. They’re 20 bucks, and I’ve got six of them.”

“But don’t you want your phone to do more? To take better pictures, for example?”

“I just don’t need a new phone. My phone’s fine. I’ve got a 7. Wait, I think it’s a 7.”

It seems that there’s no stopping the arc of phones becoming important, but utilitarian objects.

It works, so why should I change it? And as the price of the newest phones has kept rising, many people don’t see the value in seeking them out.

Also: iPhone XS, XS Max, XR specs: Battery size, RAM details revealed in new filings

“Fifty bucks a month for a phone?” a (refurbished) iPhone 8-owning bartender told me. “That’s my gym membership. I’d rather pay for that.”

Bartenders need exercise in order to perform at their peak.

Does New York love it?

Still, perhaps New Yorkers would think differently. They can be a little more showy than Northern Californians. So, I jumped on a plane to find out.

“Yeah, maybe I’d think about getting a new iPhone,” said Kristen, a Manhattan restaurant server. “But they’re not all out yet, are they?”

This was something suggested by famed analyst Ming-Chi Kuo, who believes that four-times as many Max phones as XS phones have been sold because people are waiting for the iPhone XR.

“You mean you’re waiting for the XR?” I asked Kristen.

“Is that what it’s called?” she replied. “The cheaper one with the colors.”

I fancy Kuo might be right. It isn’t just that the XR is a cheaper phone and a very good phone for the money, relatively speaking. It is, I fear, that Apple’s insistence on releasing its most expensive phones in muted shades has muted some people’s enthusiasm.

The minute they saw that there could be bright blues and yellows, some people thought they’d wait.

Also: iPhone XS smartphone beauty really is only skin deep

That might seem shallow to some. But specs never were and never will be the main reason people buy phones. This is hard for hardened tech types to swallow.

However, Kristen was one of the rare people I talked to who knew there was still one more phone to go. Most had no idea.

“I’ve already got an iPhone X,” a server in a sushi restaurant told me.

“How come?”

“It came with my plan,” she explained. “All my tech friends laugh at me because it’s not Android.”

“Do you know anyone who’s got the XS?”

“One of my friends got it, but that’s because his girlfriend paid for it. He’s a kept man and he loves it.”

“The phone?”

“No, being a kept man.”

Come on people, get giddy.

Still, I was looking for excitement. I was looking for people to tell me how cool the new iPhones were, how excited they were to try the new camera.

Despite badgering 50 to 60 people, I failed to find those enthusiasts. Except for a few who loved the fact that they now had an enormous iPhone in the XS Max.

“I was so happy to get a big one,” an employee of a fancy-ish clothing store told me. “It’s like an iPad, but it isn’t.”

I nodded furiously.

Also: iPhone XR outshines XS value for upgraders

An Android-loving New York hotel receptionist laughed when I asked what he thought of the new iPhones.

“They’re like the old iPhones, just a little less scratched up,” he said.

They’re funny in New York. Or, at least, they think they are.

I finally thought I’d found a sure target, a young man I met at a business reception. He worked in real estate.

Surely he’d have strong opinions about the XS. Surely he’d already have one, probably the Max.

Real estate types tend to lease BMWs and Mercs and wear Apple Watches to show how affluent people should think they are.

This young man had a highly structured suit and strong opinions about the XS.

“Not for me,” he said.

As I made the overly perplexed face I use for strangers, he reached into his pocket and declaimed: “Ta-Da! This is what’s called an iPhone SE!”

“Why have you got that?” I asked.

“Hands like the president,” he replied.

Previous and related coverage:

Apple vs Samsung phones: We compare the Galaxy S series and the iPhone XS

Should you buy the latest Apple or Samsung device? And which size? This guide breaks down the factors that matter most to business buyers and consumers alike.

Six months with Apple Watch 3: I’m sold

I hadn’t worn a watch for 20 years when I bought an Apple Watch Series 3 six months ago. Now I wear it every day. Here’s why — and what I don’t like.

iPhone XS Max vs Samsung Galaxy Note 9: We compare the big phones

Apple and Samsung recently released large flagship smartphones priced at $1,000+. They are close to the same size and have the latest specs, but there are also some significant differences that will lead you to one over the other for your business needs.

Will there be an October Apple event? Signs point to yes

Once again, David Gewirtz puts on his mystical prognostication hat (okay, fine, he launches Excel) to delve into Apple announcement history. Will we see new Macs, iPads, and whatnot in October? There’s a pretty good chance, and we’ll even tell you what dates to write in your calendar.

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5 tips for brands that want to succeed in the new era of influencer marketing – TechCrunch

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If I told you a decade ago that a spin bike would be a social community, you’d have had a good laugh. But that’s precisely what Peloton is: A spin bike with a social community where the instructors are the influencers.

Peloton is just one example of how social is being integrated into every aspect of the customer experience in an increasingly digital world. Whether it’s considering a new restaurant to check out, a movie to see or a product to buy, most people look at reviews before making a final decision. They want social proof as an indicator of quality and relevance.

Influencers are a natural byproduct of this desire for social validation, and as social permeates the customer journey, creators have become an essential source of validation and trust.

Influencers are a natural byproduct of this desire for social validation, and as social permeates the customer journey, creators have become an essential source of validation and trust. Indeed, social validation is what social platforms are built on, so it’s a significant component of how we derive relevance online — and the deeper integration of social is changing the dynamic between brands and digital creators.

The shifting economy of creator monetization

Brand sponsorships are the holy grail for creators hoping to monetize their online influence. According to an eMarketer report, brand partnerships are still the No. 1 source of revenue for most digital creators.

However, digital creators have a lot more monetization options to choose from, thanks to Patreon, affiliate platforms, paid content platforms and platform revenue sharing, making it easier to earn a living without relying so heavily on brand sponsorships.


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As a result, creators are diversifying their revenue streams, which, for some creators, allows them to be more selective about the brands they work with. What’s more, creators aren’t reliant on just one channel or one form of revenue.

YouTube creators probably have the most diversified revenue, often combining brand sponsorships, subscription models, affiliate deals, tipping/donations, their line of branded products and revenue share. However, it’s important to note that not all monetization options apply to every creator. But with so many options to choose from, making a living as a digital creator is more accessible than ever.

Here are a few of the ways online creators can monetize their content:

Ad revenue sharing: Advertising is the most traditional form of revenue for online creators. With this model, ads are injected into and around the creator’s content, and they make a certain percentage of revenue based on impressions. However, the revenue split can vary based on the platform, and some platforms have a specific threshold creators must hit before they can participate in ad revenue sharing.

Affiliate marketing: Similar to advertising or a brand sponsorship, affiliate marketing is an agreement for a share of revenue based on products sold. This kind of arrangement generally works best when the creator has a blog, website or YouTube account. Affiliate links allow the influencer to proactively choose the products they want to talk about and earn from, rather than having to wait for a brand deal to come their way.

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Instagram’s TikTok rival, Reels, rolls out ads worldwide – TechCrunch

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Instagram Reels are getting ads. The company announced today it’s launching ads in its short-form video platform and TikTok rival, Reels, to businesses and advertisers worldwide. The ads will be up to 30 seconds in length, like Reels themselves, and vertical in format, similar to ads found in Instagram Stories. Also like Reels, the new ads will loop, and people will be able to like, comment, and save them, the same as other Reels videos.

The company had previously tested Reels ads in select markets earlier this year, including India, Brazil, Germany, and Australia, then expanded those tests to Canada, France, the U.K. and the U.S. more recently. Early adopters of the new format have included brands like BMW, Nestlé (Nespresso), Louis Vuitton, Netflix, Uber, and others.

Instagram tells us the ads will appear in most places users view Reels content, including on the Reels tab, Reels in Stories, Reels in Explore, and Reels in your Instagram Feed, and will appear in between individual Reels posted by users. However, in order to be served a Reels ad, the user first needs to be in the immersive, full-screen Reels viewer.

Image Credits: Instagram

The company couldn’t say how often a user might see a Reels ad, noting that the number of ads a viewer may encounter will vary based on how they use Instagram. But the company is monitoring user sentiment around ads themselves, and the overall commercially of Reels, it says.

Like Instagram’s other advertising products, Reels ads will launch with an auction-based model. But so far, Instagram is declining to share any sort of performance metrics around how those ads are doing, based on tests. Nor is it yet offering advertisers any creator tools or templates that could help them get started with Reels ads. Instead, Instagram likey assumes advertisers already have creative assets on hand or know how to make them, because of Reels ads’ similarities to other vertical video ads found elsewhere, including on Instagram’s competitors.

While vertical video has already shown the potential for driving consumers to e-commerce shopping sites, Instagram hasn’t yet taken advantage of Reels ads to drive users to its built-in Instagram Shops, though that seems like a natural next step as it attempts to tie the different parts of its app together.

But perhaps ahead of that step, Instagram needs to make Reels a more compelling destination — something other TikTok rivals, which now include both Snap and YouTube — have done by funding creator content directly. Instagram, meanwhile, had made offers to select TikTok stars directly.

The launch of Instagram Reels ads follows news of TikTok’s climbing ad prices. Bloomberg reported this month that TikTok is now asking for more than $1.4 million for a home page takeover ad in the U.S., as of the third quarter, which will jump to $1.8 million by Q4 and more than $2 million on a holiday. Though the company is still building its ads team and advertisers haven’t yet allocated large portions of their video budget to the app, that tends to follow user growth — and TikTok now has over 100 million monthly active users in the U.S.

Both apps, Instagram and TikTok, now have over a billion monthly active users on a global basis, though Reels is only a part of the larger Instagram platform. For comparison, Instagram Stories is used by some 500 million users, which demonstrates Instagram’s ability to drive traffic to different areas of its app. Instagram declined to share how many users Reels has as of today.

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Twine raises $3.3M to add networking features to virtual events – TechCrunch

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Twine, a video chat startup that launched amid the pandemic as a sort of “Zoom for meeting new people,” shifted its focus to online events and, as a result, has now closed on $3.3 million in seed funding. To date, twine’s events customers have included names like Microsoft, Amazon, Forrester, and others, and the service is on track to do $1 million in bookings in 2021, the company says.

The new round was led by Moment Ventures, and included participation from Coelius Capital, AltaIR Capital, Mentors Fund, Rosecliff Ventures, AltaClub, and Bloom Venture Partners. Clint Chao, founding Partner at Moment, will join twine’s board of directors with the round’s close.

The shift into the online events space makes sense, given twine’s co-founders —  Lawrence Coburn, Diana Rau, and Taylor McLoughlin — hail from DoubleDutch, the mobile events technology provider acquired by Cvent in 2019.

Coburn, previously CEO of DoubleDutch, had been under a non-compete with its acquirer until December 2020, which is one reason why he didn’t first attempt a return to the events space.

The team’s original idea was to help people who were missing out on social connections under Covid lockdowns find a way to meet others and chat online. This early version of twine saw some small amount of traction, as 10% of its users were even willing to pay. But many more were nervous about being connected to random online strangers, twine found.

So the company shifted its focus to the familiar events space, with a specific focus on online events which grew in popularity due to the pandemic. While setting up live streams, text chats and Q&A has been possible, what’s been missing from many online events was the casual and unexpected networking that used to happen in-person.

“The hardest thing to bring to virtual events was the networking and the serendipity — like the conversations that used to happen in an elevator, in the bar, the lobby — these kinds of things,” explains Coburn. “So we began testing a group space version of twine — bringing twine to existing communities as opposed to trying to build our own, new community. And that showed a lot more legs,” he says.

By January 2021, the new events-focused version of twine was up-and-running, offering a set of professional networking tools for event owners. Unlike one-to-many or few-to-many video broadcasts, twine connects a small number of people for more intimate conversations.

“We did a lot of research with our customers and users, and beyond five [people in a chat], it turns into a webinar,” notes Coburn, of the limitations on twine’s video chat. In twine, a small handful of people are dropped into a video chat experience– and now, they’re not random online strangers. They’re fellow event attendees. That generally keeps user behavior professional and the conversations productive.

Event owners can use the product for free on twine’s website for small events with up to 30 users, but to scale up any further requires a license. Twine charges on a per attendee basis, where customers buy packs of attendees on a software-as-a-service model.

The company’s customers can then embed twine directly in their own website or add a link that pops open the twine website in a separate browser tab.

Coburn says twine has found a sweet spot with big corporate event programs. The company has around 25 customers, but some of those have already used twine for 10 or 15 events after first testing out the product for something smaller.

“We’re working with five or six of the biggest companies in the world right now,” noted Coburn.

Image Credits: twine

Because the matches are digital, twine can offer other tools like digital “business card” exchanges and analytics and reports for the event hosts and attendees alike.

Despite the cautious return to normal in the U.S., which may see in-person events return in the year ahead, twine believes there’s still a future in online events. Due to the pandemic’s lasting impacts, organizations are likely to adopt a hybrid approach to their events going forward.

“I don’t think there’s ever been an industry that has gone through a 15 months like the events industry just went through,” Coburn says. “These companies went to zero, their revenue went to zero and some of them were coming from hundreds of millions of dollars. So what happened was a digital transformation like the world has never seen,” he adds.

Now, there are tens of thousands of event planners who have gotten really good at tech and online events. And they saw the potential in online, which would sometimes deliver 4x or 5x the attendance of virtual, Coburn points out.

“This is why you see LinkedIn drop $50 million on Hopin,” he says, referring to the recent fundraise for the virtual conference technology business. (The deal was reportedly for less than $50 million). “This is why you see the rounds of funding that are going into Hoppin and Bizzabo and Hubilo and all the others. This is the taxi market, pre-Uber.”

Of course, virtual events may end up less concerned with social features when they can offer an in-person experience. And those who want to host online events may be looking for a broader solution than Zoom + twine, for example.

But twine has ideas about what it wants to do next, including asynchronous matchmaking, which could end up being more valuable as it could lead to better matches since it wouldn’t be limited to only who’s online now.

With the funding, twine is hiring in sales and customer success, working on accessibility improvements, and expanding its platform. To date, twine has raised $4.7 million.

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