Dive Brief:

• Apple announced the new iPhone 7 and iPhone 7 Plus to relatively muted fanfare that paled in comparison to Apple product launches of years past. The phones include new features like dual-lens cameras, stereo speakers and water-resistance, according to Venture Beat. 
• Apple also announced the new version of the Apple Watch with a focus on marketing the wearable product to health and fitness-oriented consumers, Reuters reports. 
• The mobile augmented reality game Pokemon Go will be made available for download on the Apple Watch Series 2, Ad Week reports. 

Dive Insight:

Buried in the hubbub around Apple's new iPhones is the news that Pokemon Go is coming to the Apple Watch. Although Pokemon Go has cooled off somewhat after its early July release sent its downloads and daily user numbers soaring, the game is expected to get an update soon that might renew interest in the app. Getting the viral augmented reality game onto a new platform could help renew interest in the game and the latest version of the Apple Watch.

Having Pokemon Go on Apple Watch could open up new opportunities for marketers. Similar to how the game offered marketers a blueprint on how augmented reality could used for campaigns on smartphones, the game could very well do the same for marketing on smartwatches. 

Apple's new iPhone could impact advertisers as well. The phones come with iOS 10 built in, and iOS 10 gives users a much higher level of control over privacy and ad tracking, something that could impact mobile advertising on the devices.