Tanso nabs $1.9M pre-seed to help industrial manufacturers do sustainability reporting

The climate crisis is creating massive demand for data capture as industries grapple with how to decarbonize. Put simply, you can’t cut your carbon emissions if don’t know what they are in the first place.

This need to gather data is a big opportunity for startups — and a wave of early companies have already been founded to try to plug the sustainability data gap, through things like APIs to assess emissions for carbon offsetting (which in turn has led to other startups trying to tackle the data gap around offsetting projects…).

One thing is clear: Requirements for sustainability reporting are only going to get broader and deeper from here on in.

Munich-based Tanso is an early stage startup (founded this year) that’s building software to support sustainability reporting for a particular sector (industrial manufacturers) — with the goal of creating a data management system that can automate data capture and sustainability reporting geared towards the specific needs of the sector.

The startup says it decided to focus on industrial manufacturing because it’s both an emissions-heavy sector and underserved with supportive digital tech vs many other industries.

The founders met during their studies at universities in Munich and Zurich — where they’d been researching the assessment of organizational climate impact. Their collective expertise crystalized into the realization of a business opportunity to build a data management system for a notoriously polluting sector that’s facing a mandate to change.

In the coming years, European regulations will expand sustainability reporting requirements — with the EU’s ‘Green Deal’ plan setting an overarching goal of Europe becoming the first “climate-neutral” continent by 2050.

Specific (existing) reporting requirements within the bloc include the EU Corporate Sustainability Reporting Directive (CSRD), which will apply to more than 50,000 companies — requiring they report on their sustainability metrics, starting in 2023.

The UK (now outside the EU) already introduced some reporting requirements for domestic companies, under the Streamlined Energy and Carbon Reporting (SECR) regulation, which has applied since 2019 and applies to over 12,000 businesses in the UK in varying degrees of detail depending on the size of the company.

So there is a clear direction of travel in the region requiring businesses to gather and report sustainability data.

Tanso has just closed a $1.9 million pre-seed raise with the aim of getting its data management support software to market in time for an expected surge in demand as sustainability regulations like CSRD start to bite.

The raise is led by German early stage b2b fund UVC Partners, with participation from Picus Capital, Possible Ventures, and a number of business angels.

Tanso is still in the R&D/product development phase, with co-founder Gyri Reiersen telling TechCrunch it’s currently working with a number of manufacturers to “figure out the sweet spot” for automating data gathering so it can come to market with a scalable product offering. She says the team raised a relatively large pre-seed exactly to see it through until it’s got something fit to launch (it’s hoping to have something “solid, verified and scalable” by the end of 2022, per Reiersen).

The goal for the product is a single platform that gathers and holds all the customer’s sustainability data and can automate the generation of reports to meet regulatory requirements — including auditing.

From 2025, Reiersen points out that CSRD reporting needs to be “auditable”, meaning that you have to have “some form of transparency and traceability”; and also that the “correctness” of sustainability reporting will be a C-Suite responsibility. So that must concentrate boardroom minds.

“Going beyond that it’s all about how can you use this data and the insights that the data gives you to make predictions and models going forward for how should we develop our products? What makes sense to do going forward to make?” she adds.

“What we’re prototyping currently is to streamline the workflow of information gathering,” Reiersen also tells us, discussing the product dev process. “Also to have really good, fundamental user-flow for the users to use our product. And then doing the deep dives on integrations over time.”

She says the challenge is finding the trade-off between usability and “digging into the data”. “For us it’s very important to have a scalable product, especially having it fully scalable from 2023 when the CSRD are started because then there will be desperation on the market. Companies will need to have something,” she adds.

“We need to have these solutions… that take one step in the right direction for all companies and not just have a couple of carbon neutral companies… So for us it’s more about finding the productizable use-cases in the beginning to make this a scalable product.”

But she also warns over a proliferation of overly “shallow” offerings in the space — driven by marketing-led ‘greenwashing’ (and bogus carbon offsetting) rather than a genuine desire to correctly identify the problem and course-correct which is what’s actually needed for humanity to avert climate disaster.

Reiersen adds that she got really interested in this space through her university work researching the overestimation of carbon offsets through deep learning.

“There is such a need for accountability and making sure that the product that is being developed actually do their job correctly. Because it’s so easy to just have a black box and trust it. We can’t afford having systems that overestimate or underestimate. It needs to be accurate and it needs to be validated,” she says.

“Going forward accuracy will mean more and more and then you need to access the ‘real data’ and not just ‘guestimations’,” she predicts. “And that’s where we see that of course we need to be very front-end/UX-friendly, and making it easy for people to enter the right data and have a very user-friendly, usable product and that people are guided through the process of gathering the right data… but also over time really focusing on how do you integrate and get access to the data at the data-base level?”

 

EnerVenue raises $100M to accelerate clean energy using nickel-hydrogen batteries

In order to support a buildout of renewable energy, which tends to over-generate electricity at certain times of day and under-generate at others, the grid is going to need a lot of batteries. While lithium-ion works fine for consumer electronics and even electric vehicles, battery startup EnerVenue says it developed a breakthrough technology to revolutionize stationary energy storage.

The technology itself – nickel-hydrogen batteries – isn’t actually new. In fact, it’s been used for decades in aerospace applications, to power everything from satellites to the International Space Station and the Hubble Telescope. Nickel-hydrogen had been too expensive to scale for terrestrial applications, until Stanford University professor (and now EnerVenue chairman) Yi Cui determined a way to adapt the materials and bring the costs way, way down.

Nickel-hydrogen has a number of key benefits over lithium-ion, according to EnerVenue: it can withstand super-high and super-low temperatures (so no need for air conditioners or thermal management systems); it requires very little to no maintenance; and it has a far longer lifespan.

The technology has caught the eye of two giants in the oil and gas industry, energy infrastructure company Schlumberger and Saudi Aramco’s VC arm, which together with Stanford University have raised $100 million in Series A funding. The investment comes around a year after EnerVenue raised a $12 million seed. The company is planning on using the funds to scale its nickel-hydrogen battery production, including a Gigafactory in the U.S., and has entered a manufacturing and distribution agreement with Schlumberger for international markets.

“I spent almost three and a half years prior to EnerVenue looking for a battery storage technology that I thought could compete with lithium-ion,” CEO Jorg Heinemann told TechCrunch in a recent interview. “I had essentially given up.” Then he met with Cui, who had managed through his research to bring the cost down from around $20,000 per kilowatt hour to $100 per kilowatt hour within line of sight – a jaw-dropping decrease that puts it on-par with existing energy storage technology today.

EnerVenue CEO Jorg Heinemann Image Credits: EnerVenue (opens in a new window)

Think of a nickel-hydrogen battery as a kind of battery-fuel cell hybrid. It charges by building up hydrogen inside a pressure vessel, and when it discharges, that hydrogen gets reabsorbed in water, Heinemann explained. One of the key differences between the batteries in space and the one’s EnerVenue is developing on Earth is the materials. The nickel-hydrogen batteries in orbit use a platinum electrode, which Heinemann said accounts for as much as 70% of the cost of the battery. The legacy technology also uses a ceramic separator, another high cost. EnerVenue’s key innovation is finding new, low-cost and Earth-abundant materials (though the exact materials they aren’t sharing).

Heinemann also hinted that an advanced team within the company is working on a separate technology breakthrough that could bring the cost down even further, to the range of around $30 per kilowatt hour or less.

Those aren’t the only benefits. EnerVenue’s batteries can charge and discharge at different speeds depending on a customer’s needs. It can go from a 10-minute charge or discharge to as slow as a 10-20 hour charge-discharge cycle, though the company is optimizing for a roughly 2 hour charge and 4-8 hour discharge. EnerVenue’s batteries are also designed for 30,000 cycles without experiencing a decline in performance.

“As renewables get cheaper and cheaper, there’s lots of time of the day where you’ve got, say, a 1-4-hour window of close to free power that can be used to charge something, and then it has to be dispatched fast or slow depending on when the grid needs it,” he said. “And our battery does that really well.”

It’s notable that this round was funded by two companies that loom large in the oil and gas industry. “I think it’s nearly 100% of the oil and gas industry is now pivoting to renewables in a huge way,” Heinemann added. “They all see the future as, the energy mix is shifting. We’re going to be 75% renewable by mid-century, most think it’s going to happen quicker, and those are based on studies that the oil and gas industry did. They see that and they know they need a new play.”

Image Credits: EnerVenue

Don’t expect nickel-hydrogen to start appearing in your iPhone anytime soon. The technology is big and heavy – even scaled down as much as possible, a nickel-hydrogen battery is still around the size of a two-liter water flask, so lithium-ion will definitely still play a major role in the future.

Stationary energy storage may have a different future. EnerVenue is currently in “late-stage” discussions on the site and partner for a United States factory to produce up to one gigawatt-hour of batteries annually, with the goal of eventually scaling even beyond that. Heinemann estimates that the tooling cap-ex per megawatt hour should be just 20% that of lithium ion. Under the partnership with Schlumberger, the infrastructure company will also be separately manufacturing batteries and selling them in Europe and the Middle East.

“It’s a technology that works today,” Heinemann said. “We’re not waiting on a technology breakthrough, there’s no science project in our future that we have to go achieve in order to prove out something. We know it works.”

News aggregator SmartNews raises $230 million, valuing its business at $2 billion

SmartNews, a Tokyo-headquartered news aggregation website and app that’s grown in popularity despite hefty competition from built-in aggregators like Apple News, today announced it has closed on $230 million in Series F funding. The round brings SmartNews’ total raise to date to over $400 million and values the business at $2 billion — or as the company touts in its press release, a “double unicorn.” (Ha!)

The funding included new U.S. investors Princeville Capital and Woodline Partners, as well as JIC Venture Growth Investments, Green Co-Invest Investment, and Yamauchi-No.10 Family Office in Japan. Existing investors participating in this round included ACA Investments and SMBC Venture Capital.

Founded in 2012 in Japan, the company launched to the U.S. in 2014 and expanded its local news footprint early last year. While the app’s content team includes former journalists, machine learning is used to pick which articles are shown to readers to personalize their experience. However, one of the app’s key differentiators is how it works to pop users’ “filter bubbles” through its “News From All Sides” feature, which allows its users to access news from across a range of political perspectives.

It has also developed new products, like its Covid-19 vaccine dashboard and U.S. election dashboard, that provide critical information at a glance. With the additional funds, the company says it plans to develop more features for its U.S. audience — one of its largest, in addition to Japan —  that will focus on consumer health and safety. These will roll out in the next few months and will include features for tracking wildfires and crime and safety reports. It also recently launched a hurricane tracker.

The aggregator’s business model is largely focused on advertising, as the company has said before that 85-80% of Americans aren’t paying to subscribe to news. But SmartNews’ belief is that these news consumers still have a right to access quality information.

In total, SmartNews has relationships with over 3,000 global publishing partners whose content is available through its service on the web and mobile devices.

To generate revenue, the company sells inline ads and video ads, where revenue is shared with publishers. Over 75% of its publishing partners also take advantage of its “SmartView” feature. This is the app’s quick-reading mode, and alternative to something like Google AMP. Here, users can quickly load an article to read, even if they’re offline. The company promises publishers that these mobile-friendly stories, which are marked with a lightning bolt icon in the app, deliver higher engagement — and its algorithm rewards that type of content, bringing them more readers. Among SmartView partners are well-known brands like USA Today, ABC, HuffPost, and others. Currently, over 70% of all SmartNews’ pageviews are coming from SmartView first.

SmartNews’ app has proven to be very sticky, in terms of attracting and keeping users’ attention. The company tells us, citing App Annie July 2021 data, that it sees an average time spent per user per month on U.S. mobile devices that’s higher than Google News or Apple News combined.

Image Credits: App Annie data provided by SmartNews

The company declined to share its monthly active users (MAUs), but had said in 2019 it had grown to 20 million in the U.S. and Japan. Today, it says its U.S. MAUs doubled over the last year.

According to data provided to us by Apptopia, the SmartNews app has seen around 85 million downloads since its October 2014 launch, and 14 million of those took place in the past 365 days. Japan is the largest market for installs, accounting for 59% of lifetime downloads, the firm noted.

“This latest round of funding further affirms the strength of our mission, and fuels our drive to expand our presence and launch features that specifically appeal to users and publishers in the United States,” said SmartNews co-founder and CEO Ken Suzuki. “Our investors both in the U.S. and globally acknowledge the tremendous growth potential and value of SmartNews’s efforts to democratize access to information and create an ecosystem that benefits consumers, publishers, and advertisers,” he added.

The company says the new funds will be used to invest in further U.S. growth and expanding the company’s team. Since its last fundraise in 2019, where it became a unicorn, the company more than doubled its headcount to approximately 500 people globally. it now plans to double its headcount of 100 in the U.S., with additions across engineering, product, and leadership roles.

The Wall Street Journal reports SmartNews is exploring an IPO, but the company declined to comment on this.

The SmartNews app is available on iOS and Android across more than 150 countries worldwide.

Index leads $12.2M seed in Sourceful, a data play to make supply chains greener

Supply chains can be a complex logistical challenge. But they pose an even greater environmental challenge. And it’s that latter problem — global supply-chain sustainability — where UK startup Sourceful is fully focused, although it argues its approach can boost efficiency as well as shrink environmental impact. So it’s a win-win, per the pitch.

Early investors look impressed: Sourceful is announcing a $12.2 million seed funding round today, led by Europe’s Index Ventures (partner, Danny Rimer, is joining the board). Eka Ventures, Venrex and Dylan Field (Figma founder), also participated in the chunky raise.

The June 2020-founded startup says it will use the new funding to scale its operations and build out its platform for sustainable sourcing, with a plan to hire more staff across technology, sustainability, marketing and ops.

Its team has already grown fivefold since the start of 2021 — and it’s now aiming to reach 60 employees by the end of the year.

And all this is ahead of a public launch that’s programmed for early next year.

Sourceful’s platform is in pre-launch beta for now, with around 20 customers across a number of categories — such as food & beverages (Foundation Coffee House), fashion and accessories (Fenton), healthcare (Elder), and online marketplaces (Floom and Stitched) — kicking the tyres in the hopes of making better supply chain decisions.

Startup watchers will know that supply chain logistics and freight forwarding has been a hotbed of activity — with entrepreneurs making waves for years now, promising efficiency gains by digitizing legacy (and often still pretty manual) legacy processes.

Sustainability-focused supply chain startups are a bit more of a recent development (with some category-pioneering exceptions) but could be set for major uplift as the world’s attention spins toward decarbonizing. (Just this month we’ve also covered Portcast and Responsibly, for example.)

Sourceful joins the fray with a dual-sided promise to tackle sustainability and efficiency by mapping client requirements to vetted suppliers on its marketplace — handling the buying and shipping logistics piece (including a little warehousing) — and taking a commission on the overall price as its cut of the action.

At first glance it’s a curious choice of name for a sustainability startup, given the fact that sourcing (a whole lot) less is what’s ultimately going to be needed for humanity to cut its global carbon emissions enough to avert climate disaster. But maybe the intended wordplay here is ‘full’ — in the sense of ‘fully optimized’.

The UK startup is attacking the supply chain sustainability problem from the perspective of doing something right now, arguing that making a dent in consumer-driven environmental impacts of sourcing stuff (packaging, merchansize, components etc) is a lot better than letting the same old polluting status quo roll on. 

However, given all the unverifiable ‘eco’ marketing claims being attached to products nowadays — or, indeed, other forms of flagrant ‘greenwashing’ (like bogus carbon offsets) that are cynically trying to convince consumers it’s okay to keep consuming as much as ever — there are clearly pitfalls to avoid too.

If you’re talking about packaging — which is one of the products that Sourceful is deeply focused on, with a forthcoming design capability offering that will help businesses to customize packaging designs, pick materials, size etc based on real-time data, all with the goal of encouraging ‘greener’ choices — less really is more.

Ideally, zero packaging is what your business should be aiming for (where practical, ofc). Yet Sourceful’s service will, inevitably, support demand for packaging supply and manufacture. At least in the first blush. So there’s a bit of a conundrum.

“You can put a carbon footprint score on packaging in general. So you could say packaging overall is this amount so the best thing you could do is not use any packaging. But the reality is, for most brands right now, especially for ecommerce, if you’re trying to deliver your product to the customer there needs to be some packaging — and so if packaging is unavoidable in its current form or in another form then the best thing you can then do is optimize that packaging,” argues CEO and co-founder Wing Chan, when we make the point that zero packaging is the most sustainable option.

“Right now we think the best solution is to help you optimize your packaging — the next wave will be around circular forms of packaging. Packaging that you can return back to your courier, packaging that you can reuse in another form. But we wanted to start with what is the current pain point. And the pain point is: I’m buying packaging, it’s very expensive, it’s very time-consuming and if I try and get it to be ‘green’ I either put a marketing spin on it or I don’t know how to actually make it more sustainable.

“But I definitely agree with you that long term we’ve got to think about how do I get the supply chain number as close to zero and then offset whatever’s remaining.”

For now, then, Sourceful is using data — combined with its marketplace of vetted suppliers (~40 at this stage) in the UK and China — to help companies optimize sourcing logistics and shrink their supply chains’ environmental impact.

It does this by putting a “carbon footprint score” on the product choices its brand clients are making.

This means that instead of only being able to claim “qualitative things” — such as that a product uses less plastic or a different type of plastic — Sourceful’s customers can display an actual benchmarked carbon footprint score (in the form of a number), based on its lifecycle assessment of the stuff involved in making up the finished product.

“It’s a lifecycle view,” says Chan. “For example if you take packaging we look at the box, we look at what is the cardboard material, where does it come from, how far has it travelled, what type of material is it, how much material gets used, how is then transported — for example is it a manufacturer in Asia all the way to the UK — so we get an overall score. So rather than it just being comparing paper and plastic we actually help the brands to see an overall quantitive outcome.”

“We’ve built the [software] engine that allows you to make choices and see the actual output — so, for example, if you make your box bigger what does that actually do to your carbon footprint score?” he adds.

Sourceful has an internal climate science team to do this work. It is also building on publicly available data sources, per Chan — such as ecoinvent (“the market standard based data”) — but he says the public data available isn’t up-to-date, saying it’s also therefore working with researchers to update these key sources with the last five years of data.

It wants the protocol it’s devised for scoring carbon footprint via this lifecycle assessment to become a universal standard. Hence it’s currently going through an ISO certification process — hoping to have that in place before the planned public launch of its platform in Q1 next year.

“There’s two ISO standards for doing a lifecycle assessment and normally you’d get ISO approval for a specific product but we’re getting ISO approval for the whole methodology — essentially the platform that we’ve built,” explains Chan. “There’s an independent panel of people, from universities, from other consultancies, who will be reviewing this as part of that ISO review — that’s why it’s so important to us that we’re doing that.”

The vetting of the suppliers on its marketplace is something Sourceful is doing entirely by itself, though — without any outside help. So its customers still need to trust that it’s doing a proper job of monitoring all the third parties on its marketplace.

But, on this, Chan argues that’s since sustainability is core to its value proposition it is incentivized to do the vetting in a more thorough and comprehensive way than any other individual player would be.

“The key thing for us is we combine both the data capture you would do when you’re understanding a supplier — asking all the questions about how their supply chain works and all of the laws entered by the new country — but we’re coupling that with a human visit as well. So we have a team in the UK as well as a team in Asia who actually go and visit the manufacturers. So it’s an extra layer of comfort for the brands that we’ve actually spent the time to go and meet them,” he suggests.

“The second thing is, as part of our marketplace build, we’re understanding how their supply chain works — in order to build the lifecycle assessment we actually understand each stage of their manufacturing process. So we have a much deeper understanding of their way of operating than all of the other platforms would have. So, yes it’s more involved, but we think that gives better accountability and a more accurate outcome.”

“We’re taking [the vetting process] to another level,” he adds. “We didn’t find anyone that was going into the same level of depth as us — so that’s why we’ve done it ourselves.”

Pressed a little more, Chan also tells TechCrunch: “Supply chain risks never disappear but the thing is how much investment are you making to learn more about it? And for us because we’re capturing this data on lifecycle assessment it’s part of that process of understanding the supplier. So rather than it being another cost that we pay to go visit the manufacturer, we see it as part of our data gathering — a key part of the platform.

“So rather than it being a cost to minimize, which is why a lot of companies end up in trouble because they don’t visit [their suppliers] enough, we’re invested in making sure that data is as accurate and up-to-date as possible. And the manufacturers see that because they want to have a score that’s good, they also want to understand where their footprint could be improved. So it’s a partnership, rather than it just being a bunch of tick boxes to check — which is what a lot of the audits are… We’re here to try and understand their process better.”

Zooming out to look at the driving forces pressing for supply chain sustainability, Chan suggests demand for greener sourcing by businesses is being driven by consumers themselves — who are certainly more aware than ever of environmental concerns. And can, to a degree, vote with their wallet by choosing more eco products (and/or by putting direct reputational pressure on businesses, such as via social media channels).

There is some regulatory pressure, too — such as existing sustainability and carbon reporting requirements (typically for larger businesses). Along with the overarching ‘net zero’ targets which governments in Europe and elsewhere have signed up for. So there should be increasing ‘top down’ pressure on businesses to decarbonize.

Chan also points to another swathe of environmental laws coming in — such as those banning things like single use plastics — which he says are creating further momentum for businesses to re-evaluate their supply chains.

Nonetheless, he believes the biggest source of pressure for companies to decarbonize is coming from consumers themselves. So — the premise is — brands that can present the strongest story to people about what they’re doing to reduce their environmental impact — backed up by a certified lifecycle assessment (assuming Sourceful gets its ISO stamp) — stand to win the business of growing numbers of eco-minded buyers, at the same time as netting cost efficiencies by optimizing their supply chains.

(And, indeed, part of the team’s inspiration for Sourceful’s business was to challenge the idea that consumers are to blame for the world’s environmental problems — given the lack of choice people so often have over what they can buy, not to mention the paucity of information to inform purchasing choices.)

“In the absence of government regulation on [lifecycle assessment] we’re actually saying to the brand, you’ve got existing products, we’ve measured the material, production, transport, all of these things — given you a carbon footprint score, and actually when you go and look at alternatives we can quantitatively assess the difference between those options. So rather than just pandering to the latest marketing buzzword you get a quantitive view on that,” he says.

“So what we’ve been showing is you can move to a more sustainable outcome — from a quantitative point of view — but also save money. So we’re tackling both problems. The supply chain itself is not very efficient so we can save money and the supply chain is not very transparent so we can give them better visibility into their actual carbon footprint.”

“Every brand that we’ve met that has been started in the last two years, their founder or their premise of the brand had sustainability involved — it’s such a hot topic that if you start a fashion brand or a beauty brand or food brand you have to have somewhere in your mission statement/founder story about your commitment to sustainability. So we thought that’s where the market is going to be. But actually we saw more established companies had the same view — that their consumers are also asking for there to be change in how they talk about their products, how they understand their lifecycle journey. So actually I think the government drive on regulation is of course important but it’s still far behind and actually consumers are driving more of a change,” he adds.

Sourceful’s offering includes a warehousing ‘managed service’ component — where it’s using a predictive algorithm to power auto-stocking so that brands can store (non-current) inventory in its warehouses (to save space etc) and have the goods shipped to them as they need them.

Being able to source supplies like components or packaging in bulk obviously reduces purchasing costs. But depending on how it’s done, it may also mean you can optimize things like transportation requirements, which could limit shipping emissions, so there are potentially efficiency and sustainability strands here too.

“Sea freight is several times more energy efficient than air freight so if we can organize more shipments to go via sea freight than air then that’s a major win. The[n] if we can fill the container up with different client orders so that you end up with one very full container, rather than lots of containers with half of it empty, you’re also going to save a lot of energy too. And so that’s another part of the journey that we do,” says Chan. “The other thing is because were aggregating orders with the manufacturer — they actually have better utilization as well, which is more efficient for them. So all of these things are really important to driving the overall cost as well sustainability score down.”

“The more we thought about it, the more there are so many parts of the supply chain which haven’t been optimzied,” he adds. “So many times you order 2,000 boxes it comes in these air freight shipments and someone has to courier it to you in one trip — there’s so many places where aggregating and being smarter about data you can save so much footprint.”

 

Apple sheds value during iPhone event

The TechCrunch crew is hard at work writing up the latest from Apple’s iPhone, iPad and Apple Watch event. They have good notes on the megacorp’s hardware updates. But what are the markets saying about the same array of products?

For those of us more concerned with effective S&P dividend yields than screen nit levels, events like Apple’s confab are more interesting for what they might mean for the value of the hosting company than how many GPUs a particular smartphone model has. And, for once, Apple’s stock may have done something a little interesting during the event!

Observe the following chart:

Image Credits: TechCrunch/Y Charts

This is a one-day chart, mind, so we’re looking at intraday changes. We’re zoomed in. And Apple kinda took a bit of a dive during its event that kicked off at 1 p.m. in the above chart.

Normally nothing of import happens to Apple’s shares during its presentations. Which feels weird, frankly, as Apple events detail the product mix that will generate hundreds of billions in revenue. You’d think that they would have more impact than their usual zero.

But today, we had real share price movement when the event wrapped around 2 p.m. ET. Perhaps investors were hoping for more pricey devices? Or were hoping Apple had more up its sleeve? How you rate that holiday Apple product lineup is a matter of personal preference, but investors appear to have weighed in slightly to the negative.

Worth around $2.5 trillion, each 1% that Apple’s stock moves is worth $10 billion. Apple’s loss of 1.5% today — more or less; trading continues as I write this — is worth more than Mailchimp. It’s a lot of money.

You can read the rest of our coverage from the Apple event here. Enjoy!

Read more about Apple's Fall 2021 Event on TechCrunch