Face Masks Go High-Tech, But Do You Need One?

FOR THE PAST few weeks, I’ve been strapping on “smart” masks, a new breed of face-covering you have to plug in to charge each night or pair with a phone app. Their promise: superior, or at least geekier, pandemic protection. The brands behind them back up the claim with a dazzling range of snazzy features.

The AirPop Active+ Halo Sensor mask (above, $190, airpophealth.com), for instance, measures my breathing rate and alerts me when it’s time to change the disposable N99-equivalent filter. With a washable shell and rubber seal that moulds to my face to minimize air leaks, the mask doesn’t feel scratchy like other medical-grade models I’ve tried. People even nerdier than me will like that it tracks your location to let you know the quality of the air and the approximate number of particles it’s protected you against.

Others I tested, like the N95-equipped MaskFone (approx. $80, maskfone.com), have integrated wireless earbuds to prevent dreaded mask-muffle on calls, or mechanical ventilation systems that release heat you generate by exhaling. All are designed, according to their manufacturers, for a world where even getting vaccinated doesn’t obviate the need to wear a face-covering.

But, as buzzy as this wizardry might be, are high-tech masks really worth the fuss compared to their no-brainer counterparts?

Dale Pfriem, principal of Protective Equipment Consulting Services and part of a standards-development working group addressing federal mask guidelines, says he’s in favour of any feature that makes people more likely to wear their masks. As long as the products meet fit and filtration standards, that is. (The AirPop is compliant with EU Committee for Standardization and ASTM International barrier-mask guidelines.)

“For me,” Mr Pfriem said, “the simpler the better.” He opts for disposable N95s which he wears until they become stretched out or smelly. And, no, he doesn’t need a slickly designed app to tell him when that’s the case. “I don’t want to have to think about it too much.”

Pairing my AirPop mask to my phone certainly did not liberate me from thinking. At one point in my trial, I was forced to puzzle out why passersby were suddenly staring at me, their eyes merry. Then I realised I’d somehow triggered a “party mode” feature that makes the AirPop flash rainbow colours. After an attempt to care exactly how many particles the mask had caught, I admitted I was bored. Ultimately, I ignored the app and used the AirPop merely as a particularly protective face mask. The headphones in the MaskFone, though? Those are pretty cool.

The Apple growth and profit machine is wavering, and the boost from price increases might not be enough to keep it going at historic rates. That dials up the pressure on Apple’s new chief executive, John Ternus.

The company saved the bad news for its earnings call, an hour after it posted its results for the September quarter, projecting that for the current quarter its high-margin services business will continue to slow and that its widely watched gross profit margin will continue to fall.

Apple AAPL -1.83%decrease; down pointing triangle shares had been flat in post-close trading but declined as much as 4% after the company made the projections, which fell short of Wall Street estimates.

The impact of high memory costs are weighing even more heavily on the company, Ternus and Apple Chief Financial Officer Kevan Parekh said on the company’s earnings call. Apple has stockpiled cheaper components purchased earlier, but those inventories are dwindling.

When Ternus took over as Apple’s third chief executive of the past 29 years on Sept. 1, he inherited sky-high expectations. The men he followed were among the most successful company leaders in American business history. Steve Jobs revolutionized consumer devices multiple times. Tim Cook expanded Jobs’s creation to spectacular heights.

The expectations are reflected in Apple’s huge valuation. Oppenheimer analyst Martin Yang noted that Apple stock trades at 36 times next year’s expected earnings, a premium to the overall market, even though its earnings are only expected to grow 1%, which is slower than its tech peers.

“We see insufficient upside to justify the premium,” Yang wrote in an investor note, adding that Apple needs to boost iPhone sales growth and turn around its slowing services business to make him more bullish.

Investors have bid up Apple shares because it has been a port in the AI storm—a reliable and capital-efficient business that stands apart from rivals which are spending hundreds of billions of dollars racing to the AI frontier.

While others invest in data centers, Apple has been pouring its own cash into buybacks and dividends. But that safety may be challenged if Ternus can’t speed up Apple’s innovation engine.

Apple’s lagging performance in AI was evident when its new “Siri AI” chatbot arrived this past quarter. Its long-maligned assistant was already stale the day it arrived, surpassed by agents such as Instinct and Muse that can complete multistep tasks for consumers, while Siri still sets kitchen timers.

Apple needs to give people reasons to buy its devices as they get more expensive. The company raised prices across the board last quarter to help offset higher costs. Without compelling new features, a big question is whether consumers will slow the frequency of iPhone upgrades.

The new iPhone Duo appears to be a bright spot. Consumers are scooping up the $1,999 foldable smartphone despite mixed reviews—so many that Apple can’t keep up with demand. Shipping dates jumped out to January soon after the device went on sale, a disappointment for the normally reliable Apple supply chain.

Apple said its revenue grew 12% in the September quarter, slightly ahead of Wall Street’s expectations. Its widely tracked gross profit margin, at 47.9%, also came in just ahead of analyst estimates.

Apple will need to find new growth avenues because a reliable engine during the Cook era—the services business—is slowing. Courts and regulators worldwide have limited Apple’s ability to charge developers big fees to distribute apps through its App Store, the biggest component of the company’s services segment.

One of its most lucrative App Store fee generators has been the ChatGPT app from OpenAI. Around the time Apple accused OpenAI of trade-secret theft this past summer, OpenAI began redirecting potential subscribers to pay via its website instead of the App Store, skirting Apple’s tollbooth.

Apple’s valuation has bumped up against a ceiling in recent weeks. Six times it traded above a $5 trillion market capitalization intraday before finally closing above the threshold, which it has already fallen back below.

News Corp, owner of The Wall Street Journal, has a commercial agreement to supply news through Apple services.

Face Masks Go High-Tech, But Do You Need One?

We tested a few ‘smart,’ app-enabled masks to see if they’re too much trouble—or a breath of tech air.

Apple’s growth engine is showing signs of slowing, as rising costs, weaker services growth and AI competition challenge its profitability. With John Ternus taking the helm, the pressure is on to reignite innovation and sustain investor confidence.