Can You See Me Now: Apple iPhone’s Facial Recognition Excites Brands

Apple’s facial recognition technology is both sleek and creepy, and advertisers want in.

On Tuesday, Apple revealed the iPhone X, its next-generation device packed with sensors and high-tech add-ons like Face ID and augmented reality. Face ID is the security measure that unlocks the screen using nothing but a person’s face.

The technology is impressive–Apple worked with Hollywood studios to test the software with lifelike masks to verify it couldn’t be hacked with even the most sophisticated replica face–but the privacy implications of the phone mapping people’s moods is a “little off-putting,” says Noah Mallin, managing partner at MEC Wavemaker.

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