‘What can Apple’s achievements teach Agtech?’
In an era where technology continuously reshapes our daily lives, Apple has stood at the forefront, revolutionizing not just the consumer electronics industry but setting a benchmark for innovation, ease of use, and seamless integration across various sectors. This transformation has not only altered the way we communicate, work, and entertain ourselves but has also inspired industries far removed from Silicon Valley’s typical reach. Agriculture is experiencing a technological renaissance, largely inspired by the principles Apple championed.
The ethos of Apple – prioritizing user-centric design, intuitive functionality, and a seamless user experience – has reshaped societal expectations for technology. This blueprint is now guiding the evolution of agricultural technology (agtech), and the farming sector has historically been characterized by its complexity and resistance to change. From drone technology for crop monitoring, sensor-based irrigation systems, and AI-driven pest management, agtech innovations promise to make farming more efficient in a manner reminiscent of how Apple’s products have made technology accessible and indispensable to the masses.
Challenges in Adapting Technology to Farming
Despite the promise of technology, farm environments present unique challenges. These include exposure to dust, dirt, moisture, heat, and cold; the threat from rodents and unpredictable animals; and electrical issues such as power surges and outages. The complexity of farms necessitates a departure from the Silicon Valley mantra of ‘fake it till you make it’, since the risk for all is that without a more robust approach to the consumer experience on farm it will only lead to agtech business failures and farmer fatigue.As a result, the gap between the potential of new technologies and their actual utilization on farms is significant. For instance, smart tractors and other IoT devices face underutilization and resistance due to their complexity, and in my experience many farmers use a fraction of the technology available in their John Deere tractor or harvesting equipment. As one farmer who was concerned with monitoring his employees told me ‘my favorite function is the one that tells me that the tractor is running’.
Despite the challenges, the potential for growth and innovation in agriculture is immense
Furthermore, the unavailability of broadband in rural communities, for control and monitoring on farm, the risk of data breaches, and the challenge of deriving meaningful insights from vast quantities of data add layers of complexity to technology adoption in agriculture in a way that we don’t experience in other industries.
Agtech of the Future needs to be Fueled by User-Centric Design
Despite these challenges, the potential for growth and innovation in agriculture is immense. AI-driven predictive analytics, blockchain technology for supply chain transparency, and other innovations promise a future where farms are more productive, sustainable, and resilient.
Agtech in agriculture comes in many forms. John Deere has been one of the largest agtech companies of the last century but is trying to move from the era of ‘spray and pray’ to digitally informed insights with the philosophy of ‘see and spray’. Magrow tech is an Irish startup that promises the most accurate application of crop protection without drift, reducing the risk of the active ingredient missing the plants and ending up in the soil and/or runoff. Carbon Robotics promises to zap weeds with lasers. CropX focuses on combining datasets from multiple sources, including their soil sensors, to allow farmers to make better decisions for productivity and carbon capture. Trace Genomics uses AI to combine genomics, soil profiling and sustainability metrics. The field of biological alternatives to fertilizers and pesticides has exploded but Harpe Bio is unique in its approach to bioherbicides, both replacing and enhancing traditional weed control chemistry. Allied to precision spraying novel natural compounds can be more effective than the older options.
Who owns the data?
Farmers might legitimately raise concerns when investing in expensive ag-tech machinery. For example AI-powered laser weeders might seem attractive to investors who have not been on farm but have price tags in the hundreds of thousands of dollars and can they resist weather/dirt. The question of who owns the data (the correct answer should be ‘the farmer’), what to do if the start-up folds and the farmer is left with expensive equipment but no software support, or in the case of the major ag equipment companies when the product is no longer supported by the manufacturer, forcing obsolescence? All of these are legitimate concerns, and significantly more expensive than upgrading your iphone!
Embracing an Apple-inspired approach to ease of use can transform agriculture in ways that enhance the quality of life for those who work within it and ultimately, the global community it feeds. Agriculture can harness the principles of innovation and user experience that have made Apple a global technology leader. By adapting these principles to the unique challenges of farming, agtech can achieve a future where technology not only makes farms more efficient and sustainable but also more accessible and intuitive for those who feed the world.
