iOS 26 Lands With Apple Intelligence

Plus: Why last click undervalues channel revenue by over 90%?

Author

Avinash Duggempudi
September 17, 2025 • Estimated Reading Time: 5 minutes

Consumer Tech

Here's what's happening this week in the world of consumer tech:
- iOS 26 drops Sept 15 with AI translation.
- Meta readies Ray-Ban HUD glasses, wristband gestures.
- PayMore hits 100 stores, accelerates recommerce footprint.
- M5 MacBook Pro likely slips to early 2026.
- Snap OS 2 adds WebXR and Travel Mode.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

Apple’s iOS 26 arrives Sept. 15, delivering a major UI overhaul and Apple Intelligence features like live call/message translation, natural language search, and voicemail summaries. The update reshapes everyday messaging, search, and support flows on iPhone, creating new surfaces for CRM, service, and content. Brands and app teams serving iOS users should plan onboarding prompts, localization, and content discovery tweaks.

Meta is poised to debut Ray-Ban smart glasses with a built-in display, AR overlays for navigation, and multimodal AI, plus an sEMG wristband for gesture control. Moving beyond audio-only wearables signals a bid to mainstream lightweight AR ahead of full AR headsets. Consumer brands, retailers, and creators gain new POV content and in-store wayfinding options, but privacy and recording norms will need clear policies.

Buy-sell-trade electronics franchise PayMore will open its 100th store on Sept. 22, with 19 openings in Q2 and a goal of at least 150 stores by year-end and 500 more in development. The scale-up accelerates an accessible trade-in and resale channel for consumer electronics and gaming. OEMs and DTC brands can leverage recommerce partners to drive acquisition, retention, and circular economy credentials.

Apple reiterated that Mac remains a keyboard/trackpad-first device while iPad is touch-first, signaling no touchscreen MacBook in the near term. The stance keeps macOS and iPadOS interaction models distinct, shaping app design, accessory investment, and device bundling strategies. Hardware partners and software teams should plan experiences across a dual-device journey rather than converging on a single touch laptop.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Snap OS 2 Brings WebXR To Spectacles: WebXR support, Travel Mode, and UX upgrades push Snap’s glasses closer to consumer-ready, expanding browser-based AR activation options for creators and brands.(More)

MacBook Air M4 Hits $799 With 16GB: Aggressive pricing and dual external monitor support expand the creative and student entry funnel, pressuring Windows OEMs heading into holiday demand.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division