• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup

2

The Pentagon said Iran War costs $29 billion, but the real cost is closer to $200 billion—and counting

3

Markets tumble worldwide as Fed resets expectations: $400 billion wiped off SpaceX stock

1

After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup

2

The Pentagon said Iran War costs $29 billion, but the real cost is closer to $200 billion—and counting

3

Markets tumble worldwide as Fed resets expectations: $400 billion wiped off SpaceX stock
NewslettersData Sheet

Tim Cook wants a look inside your brain

By
Kevin T. Dugan
Kevin T. Dugan
Down Arrow Button Icon
By
Kevin T. Dugan
Kevin T. Dugan
Down Arrow Button Icon
September 21, 2021, 1:27 PM ET
Add Fortune on Google for similar content.

This March, my wife and I put our daughter into her crib for the first time. Born during the height of New York’s second COVID wave, she was just about three months old and we were eager to get her out of the bassinet next to our bed and into her own room so we could start sleeping something like normal again. (In retrospect, I wonder: were we ever so naive?). Having a newborn during this pandemic was an exercise in testing the limits of one’s nerves, and we were exhausted — but also terrified something could go wrong. There she was, alone and in the dark. What if she hurt herself? Or stopped breathing? How would we know?

Like any good Millennial couple, we turned to technology. We thought the solution was a little sensor that wrapped around her foot that measured her heart rate and, somehow, her blood oxygen levels. If something went wrong, it would alert us on our phones and through a docking station. We knew the odds of something going wrong were slim, but why take the risk?

Of course, it was not that simple. 

The second night we used it, at around 9 p.m., my phone flashed red and the dock made a sound like an emergency siren. She’d stopped breathing. I burst into her room and there she was, breathing and safe. After recovering from my small heart attack, I put her back down, which only upset her more. 

Then, at 3 a.m., my phone again screamed red, the siren wailed. We jumped out of bed only to — again — find our daughter was fine. The little strap that wrapped around her foot wasn’t all that great at staying put. For the second time, we’d wrecked her sleep for no reason. 

It turns out that the sensor wasn’t a medical device, even though it certainly appeared to give the kind of accuracy and certainty that you’d expect from one. Its guts were apparently not very different from the inside of an Apple Watch, and the implicit promise of peace of mind was something that many other parents had found to have backfired. 

I’m bringing this all up as Apple, in partnership with Biogen and UCLA, is looking to expand the capabilities of its iPhones to detect depression and mental decline. The idea, according to the Wall Street Journal, is that it would look for signals in people’s behavior on the phone — as well as reading facial cues — to determine whether these are outward expressions of the cognitive issues. 

It’s not that I doubt whether it’s a nice idea, but whether it can be done in a way that’s both accurate and responsible. Diagnosing depression isn’t the same as measuring a heartbeat. Many people who suffer from depression learn to hide it. If Apple thinks that a Reddit community wouldn’t spring up giving tips on how to trick your iPhone into thinking you don’t have depression, it’s not thinking far enough.

And as for mental decline — who gets that information? A family member? A doctor? What about an insurance company? How would Apple prevent advertisers’ software from accessing the same data — or just coming up with their own algorithms to come to the same conclusion?

And, crucially, what if they’re wrong? It’s not so far-fetched to think that someone could lose a job because a phone thinks he’s not as sharp as he used to be. 

Even if that’s an edge case, I still wonder what’s the point of all this. If I notice that I haven’t taken as many steps this week as I did last, I can always go out for longer walks. But if my phone tells me I’ve been depressed lately, would I really be so surprised? And what would I do with that information, anyway?

Kevin T. Dugan
@kevintdugan

NEWSWORTHY

Crypto slap. The Biden administration is sanctioning Czech crypto exchange Suex for allegedly facilitating ransomware payments. The crackdown comes amid a broader push by the administration to apply rules of the road for the crypto industry, and as ransomware payments — facilitated by Bitcoin and other cryptocurrencies — have exploded in use.

Taxi commission. Uber is projecting adjusted profits this quarter of $25 million to an adjusted loss of $25 million. Even the possibility of making a profit before interest, taxes, depreciation, and other costs sent shares up more than 10%. 

Social security. Facebook said it has spent $13 billion on "safety and security" since 2016, just days after the Wall Street Journal published five damning stories based on a leak about how the company's services abet terrorism, drug cartels, make teens feel worse about themselves, lets celebrities post what they want, and lets vaccine misinformation fester. 

Softbank NFTs. The bank behind WeWork is now leading a $680 million funding round in SoRare, a fantasy soccer league that uses non-fungible tokens. SoRare said the investment values the company at $4.3 billion. 

Battery power. Volkswagen-backed electric vehicle battery maker QuantumScape said it's working with an undisclosed large automaker to test its solid-state batteries. The deal also gives the EV maker the option to buy 10-megawatt hours worth of battery capacity from the battery maker. QuantumScape, which was financed by a Bill Gates-backed venture capital firm, went public through a SPAC merger last year. 

FOOD FOR THOUGHT

Marketing as everything. Remember a few years ago when Elon Musk made a flamethrower, then named it “Not-A-Flamethrower” in order to get around customs officials? That was, I gotta say, dope as hell. As far as stunts go, it was stupid and funny and a good joke and nobody seemed to have gotten hurt. Yes, fire was involved, but people buy cigarette lighters and stoves and there’s no panic about that. People who got mad at the whole Not-A-Flamethrower episode would probably fall for anything. 

But what if you did the opposite? It’s been seven years since Tesla first introduced “Autopilot” — which, to be clear, is very much not an actual autopilot system — and the Federal Trade Commission is still apparently cool with it being labeled as such. Reuters has a deep dive into how faulty “Autopilot” can be—and it sounds pretty faulty. Things like the sun, as well as the dark, seem to confound it. I get that improving technology takes a long time, but changing the name so that it doesn’t give people a false sense of security seems like an easier, faster fix. 

From the story. 

"The past has shown the focus has been on innovation over safety and I’m hoping we’re at a point where that tide is turning," the NTSB's new chair, Jennifer Homendy, told Reuters in an interview. She said there is no comparison between Tesla's Autopilot and the more rigorous autopilot systems used in aviation that involve trained pilots, rules addressing fatigue and testing for drugs and alcohol.

IN CASE YOU MISSED IT

Evergrande’s struggling electric vehicle unit is a warning to other property developers by Eamon Barrett

Salesforce doubles down on Slack at annual Dreamforce event by Jonathan Vanian

Amazon, Chobani and UPS vow to hire Afghan refugees by Joseph Pisani and the Associated Press

3 things to know about Brilliant Earth’s IPO by Jessica Mathews

17 Nobel Prize-winning economists back Biden’s $3.5 trillion Build Back Better plan by Nicole Goodkind

Some of these stories require a subscription to access. Thank you for supporting our journalism.

BEFORE YOU GO

Location, location, location. Google is reportedly buying a building in New York City for $2.1 billion, a sign that the tech industry believes that the future of the office is, in fact, the office. It’s hard to argue with that. There’s been a lot of hand-wringing about the return to office for tech companies, with other giants like Microsoft and Facebook repeatedly pushing back plans to get butts in seats. A company like Google can bend its well-compensated employees to its will a bit easier than, say, McDonald’s can. It seems like a no-brainer to plunk down a bunch of money now if you think this pandemic will end at some point.

It will end at some point, right?

About the Author
By Kevin T. Dugan
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Newsletters

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Newsletters

As mega-funds grab 72% of all capital raised, the gap between VC’s haves and have-nots keeps widening
NewslettersTerm Sheet
As mega-funds grab 72% of all capital raised, the gap between VC’s haves and have-nots keeps widening
By Allie GarfinkleJune 24, 2026
5 hours ago
Business is moving past the tech bro era and learning to value ‘real people, real places’
NewslettersCEO Daily
Business is moving past the tech bro era and learning to value ‘real people, real places’
By Diane BradyJune 24, 2026
6 hours ago
Tencent COO and interactive entertainment group president Ren Yuxin on July 9, 2020 in Shanghai, China. (Photo: Wu Jun/VCG/Getty Images)
NewslettersFortune Tech
Tencent winds down its Japanese game studio investments
By Andrew NuscaJune 24, 2026
6 hours ago
Google DeepMind CEO Demis Hassabis (left) stands on a spiral staircase next to Google DeepMind researcher John Jumper.
NewslettersEye on AI
Defections from Google DeepMind prompt questions about Alphabet’s efforts to stay at the forefront of AI
By Jeremy KahnJune 23, 2026
21 hours ago
From Audrey Gelman to Bobbi Brown, second-time female founders are on the rise
NewslettersMPW Daily
From Audrey Gelman to Bobbi Brown, second-time female founders are on the rise
By Emma HinchliffeJune 23, 2026
23 hours ago
Cred founder and CEO Kunal Shah. (Courtesy: Cred)
NewslettersFortune Tech
Meta’s latest reverse acqui-hire: Cred founder Kunal Shah
By Andrew NuscaJune 23, 2026
1 day ago

Most Popular

After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup
Success
After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup
By Orianna Rosa RoyleJune 23, 2026
1 day ago
The Pentagon said Iran War costs $29 billion, but the real cost is closer to $200 billion—and counting
Economy
The Pentagon said Iran War costs $29 billion, but the real cost is closer to $200 billion—and counting
By Jacqueline MunisJune 24, 2026
8 hours ago
Markets tumble worldwide as Fed resets expectations: $400 billion wiped off SpaceX stock
Banking
Markets tumble worldwide as Fed resets expectations: $400 billion wiped off SpaceX stock
By Jim EdwardsJune 23, 2026
1 day ago
Current price of oil as of June 23, 2026
Personal Finance
Current price of oil as of June 23, 2026
By Joseph HostetlerJune 23, 2026
1 day ago
Texas and Charlotte used to build huge McMansions—now they're copying the California design tricks they once mocked
Real Estate
Texas and Charlotte used to build huge McMansions—now they're copying the California design tricks they once mocked
By Sydney LakeJune 22, 2026
2 days ago
Current price of gold as of June 23, 2026
Personal Finance
Current price of gold as of June 23, 2026
By Danny BakstJune 23, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.