I think what Apple can position themselves successfully as is a preventative care kind of watchful guardian role where they use the monitors, the stuff they sell to kind of watch over your markers, your biomarkers, your vital signs and then detect any irregularities. The problem with that is that biowarable markers aren't that predictive. They're actually good kind of baseline markers for general health in many ways. So I think they'll struggle there if there's no integration with actual blood markers and other bio-walkers that they don't have access to through their devices. But the brand itself I think will be a really strong kind of intelligent guardian brand that they can build.

The brand is super strong. I once heard this phrase described that when your Android phone stops working, you think the phone is broken. But when your Apple phone doesn't work, you think you've done something wrong. And that will certainly carry on. I mean, Apple have had decades of this experiential marketing where we've been using their products. We rely on them, we trust them. The other part is also their brand is around not selling your data. So companies like Google have this huge problem with their whole business model is around selling your data to other people. And we inherently just don't trust them. Apple are in a pretty good position where they are trusted, I think.

Yeah, I'd say so. I mean, I think that they're leaning into privacy as a feature. Privacy is a selling point and there was a really interesting, really privacy-centric release, I think a year or two ago that made this point really well. So that's going to be critically important for people to trust. And if you think about the watch as the kind of foundation of their health ambitions, you talked about the intelligent guardian, a lot of that is based on the monitoring. Like when I look in my health app, I see VO2 Max data. VO2 Max is an independent predictor of longevity or mortality risk. I see falls detection. I see information on my gate, balance, all sorts of things.

How's it looking? Is it

good or...? Well, interestingly, I think that if I take my VO2 Max data, it's actually fluctuated about 20% over the last couple of years. So up and down...

I mean, it's gone worse. Well,

it was

high and then... Fluctuated downwards. Yeah.

So I've been waffling a bit, but I think like one in five or one in six of US residents have an Apple Watch, right? So they're contributing to this information and it's being monitored. And I think actually when they launched the Apple Watch with the ECG, they did one of the largest clinical studies ever done, which is like 420,000 patients or something that they enrolled in less than a year to be monitored with the Apple Watch to look up for signs of atrial fibrillation.

Can we just step back to what Adam was saying as well though, that this data that Apple have, I mean, everyone just says data as if it's this like one thing. I mean, heart rate data, this predicted VO2 Max data, et cetera, et cetera. Is it that useful in any capacity beyond just that school? Because if you think of like one EHR like, you know, a Surna or Epic would have, they would have literal, you know, every hospital consult you've ever had. Blood test results and so on. Blood test results. How useful is this? So there's

the consumer health angle, which is underpinned by the Watch, which is all the wearable data. The other angle is the like institutional angle where Apple is building like the EHR data aggregation application, which is I think is called health data or something, which even in the UK, there are NHS hospitals that feed data into the Apple app and a lot of the healthcare systems in the US now, you can access your hospital records. The crucial bit is this a

digital health passport. So instead of someone else owning your data and managing it, you have it on your phone and it's yours. It's like a very different approach, right? It's like user centric. Yeah.

And then the second thing that they've done exactly the second thing that they've done is they have the research kit and health kit where people can basically use some primitives to build apps for use in research settings. And then I think they also have a series of like apps. I don't know if they're widely available or custom built for providers that can be used in clinical care settings for like dictation and entry into an EHR or for reporting lab results to physicians like Apple watches. So they've got this consumer like guardian piece and then they've got this piece that goes through traditional healthcare services providers or research institutions. So I think you have to look at it from both perspectives, certainly on the consumer health, I would say that in terms of like access to the population and being a trusted partner and having real wearable data which includes things like view to max resting heart rate and so on. And it will soon include probably blood pressure and noninvasive blood glucose readings. I don't think anybody else comes close. Can does anybody have more than more data than they have? I

don't know.