The futuristic concept of apples lawnmower shows how one of the biggest company of our time could adapt and reorientate in the future. Maybe smartphones will no longer be necessary in 2025. It may also be that even lawnmowers will no more be necessary. But it is necessary that a brand needs to recognize when it is time to change the perspective.
The clean designed interface is for direct control of the lawnmower. A more sophisticated control can be set with the mobile app. 
The e-ink (2nd gen.) display is always 100% readable, no matter how sunny it is or at witch angle you look at it. If the screen is off, it disapears in the shape of a curved strip.
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