Apple—yes, the iPhone company—are now selling a bicycle helmet. It’s called the Lumos Matrix Urban smart bike helmet, and its prominent feature is a matrix of 77 RGB LEDs on a panel facing rearward. Lumos say the fully addressable 7 × 11 dot-matrix display allows bicyclists to “create [their] own animations and really stand out on the road”. Video posted by the maker shows the helmet in use at night, with various light patterns being produced on the panel.

The helmet also has an integral white front running light with amber turn signals at the ends, and the matrix panel provides left and right yellow turn signals and what are being called “automatic warning lights” with a bright red pattern produced in response to an onboard accelerometer’s signal. The direction-indicator lights can be activated with the included wireless remote (clipped onto the bicycle handlebar) or through an iPhone app. The high placement of the front and rear running lights is in accord with recent research on how to reduce motorcyclist involvement in traffic crashes.
The helmet meets US, European, and Australian crash-protection standards—something of a feat on its own; it’s common for suppliers to make a distinct version of a helmet for each of these three regional requirements.