Apple probes next frontier with new brain implant standard. But what it really needs is to sell more iPhones

Apple showcased its latest sci-fi vision on Tuesday by announcing that users of its products may one day be able to control them with brain signals. If achieved, with the help of brain implants, it would mark another huge milestone for the company.

The initiative, aimed at helping only disabled users, at least for now, shows that Apple still has its eye on cutting-edge innovation. But it also highlights the company’s challenge: Much of that innovation isn’t destined for the general public or ready to be a big seller any time soon.