This week, Apple launched its first new product category under Tim Cook’s direction. You’ve probably noticed, the world considers this pretty big news. The Apple Watch was finally given a release date and prices, from the ‘bog standard’ £299 to the laughable £13,500. Also on the agenda was the brand spanking new MacBook Pro. It’s thinner, blingier, has a cool new battery structure and only one multi-purpose port. Kiss goodbye to charging your phone and laptop simultaneously. The USB-C is a brutal (in every sense) attempt by Apple to ensure reliance on its ecosystem. Without the traditional assortment of connections, Apple users are bound to the cloud. The cloud is where Apple is focusing its investment and innovations. Gone are the days of a slightly better camera or a higher def screen, from here on in it’s all about the ecosystem. One example is ResearchKit. The ‘open source software framework’ shows how Apple products can be used beyond day-to-day calls, emails and tweets. Apple is now capitalising on its unique position of collecting an unfathomable amount of sensitive data from its users, and using it to create what could be real and effective change in medical research. Basically ResearchKit is a platform for health experts to gain regular and invaluable information from people they seek to help. Usually, tech companies’ data collection practices prompt responses that range from cynicism to fury. Apple has an uncanny knack for making people do, or buy, as it says. By being so transparent when announcing its ResearchKit data collection policy at the hugely hyped keynote, it may spark a shift in consumers opting in to share their data, ‘for the greater good’.