Your Monday Wake-Up Call: Apple's Next iPhone, the Future of Shopping, and Other News to Know Today

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Good morning. Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing, media and digital-related news. What people are talking about today: Apple's next iPhones get unveiled Tuesday, and there's been a steady drip-drip-drip of leaks and speculation. First off, it's possible Apple's new high-end offering is called the iPhone X, after a game developer spotted the name in iOS 11 software. That name, if it turns out to be true, would be a sexy bit of iPhone 10th anniversary branding. Another developer found hints about upcoming facial recognition technology to unlock the phone, as well as about wireless charging, the Verge reports. And there could be animated emoji – "animoji" -- based on users' voice and expressions, it says. Much chatter has focused on the pricetag, probably starting around $1,000 for the flagship device, about the same as for the Samsung Galaxy Note 8. The New York Times says that sum "crosses a threshold." In other words, it's just a hell of a lot of money to pay for something so easy to forget at a bar.

The future of shopping
For anybody keeping watch on brick-and-mortar retail in the e-commerce age, there are two experiments of note, one from New York and the other from Los Angeles. Coty is sponsoring the trendy Story concept store in New York, where a range of brands are on sale – but what exactly is in it for the beauty company? Partly, "it's a way to find how its mass brands can better compete in a beauty marketplace where walls between mass, prestige, online and offline are crumbling," as Ad Age's Jack Neff reports. Across the country in West Hollywood, Calif., Nordstrom is opening a shop that offers manicures, tailors and an in-shop bar, but doesn't stock clothes or accessories, as The Wall Street Journal says. Personal shoppers will play a big role there.

ABC and its XY viewers
There are a lot of women in leadership at the ABC network -- including Channing Dungey, ABC Entertainment president. But as Ad Age's Jeanine Poggi reports, Dungey is laying the groundwork so that more men tune in to ABC, whose core audience is affluent women. And though hitmaker Shonda Rhimes is leaving, that might also be an opportunity for the network to broaden its viewership. "We'd gotten to a point where we were feeling a little too focused on stories that in the drama space were largely about women," Dungey tells Poggi. "We weren't creating as much of an opportunity for the men to join the conversation."

Advertising and natural disasters
When Hurricane Harvey pummeled Houston, mobile and social media helped people keep informed when power cuts blacked out TVs and radios. But digital ads were "blocking or delaying often life-saving content," as Benjamin Spiegel, a Houston-based agency CEO writes in Ad Age. When Spiegel tried to watch an update about the state of the levees, first he had to watch "a 75-second pre-roll ad for a food brand that was, in that moment, a totally useless product." Spiegel argues that "brands, advertising agencies and media platforms need to come to an agreement to stop advertising in affected regions during disasters."

Also: Walkie-talkie app Zello says it has been seeing 1 million new users a day as people prepare for Hurricane Irma, Recode reports.

Just briefly:

Uncommon: Three leaders who turned Grey London into a hot creative shop are launching their own startup today; it's called Uncommon Creative Studio, as Ad Age's Emma Hall reports. The three have been serving out a WPP non-compete clause; two of them did internships while they waited.

Internet of things: T-Mobile plans to launch a U.S.internet-of-things network by the middle of next year, using new narrowband radio standards, The Wall Street Journal says.

Choice of a new generation: Pepsi confirmed Friday that it has tapped Goodby Silverstein & Partners, and people familiar with the pitch said it was for lead U.S. agency status, as Ad Age's E.J. Schultz reports.

Modern love: "In the age of Tinder, India's most popular website for arranged marriages is going public," as Quartz reports.

Retro revival: Jolt cola is the latest retro beverage brand to make a comeback, as Ad Age's E.J. Schultz reports.

Creativity of the day: Lyft's new spot from Wieden & Kennedy New York casts Jeff Bridges as a traveler riding a wagon down the Oregon Trail in 1836, as Creativity Online's Alexandra Jardine reports. "You always have a choice," Bridge's character says. "And you can choose to ride with the right people, doing things for the right reasons. You'll always end up at the right place." Wait – is that a subtle dig at Uber, dressed up in period costume?

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