Startup Atlas has launched its first product, the Atlas 1.0, a wearable EEG device designed to measure how "present" a person is by tracking brain activity and movement. The device aims to counter the effects of constant distraction, which the company argues both reduces engagement with daily life and can harm mental health through excessive self-monitoring. It reflects a wider trend of wearable technology moving beyond fitness tracking into monitoring cognitive and emotional states.

The device attaches behind the ear via an adhesive pad and records brain waves, electrodermal activity, movement and voice patterns, though it does not capture actual speech content, only speaking activity. An algorithm processes this data to assess where a user's attention is focused, cross-referencing it with self-logged activities via an iOS app to reveal how well someone performs under pressure and recovers from stress. Atlas 1.0 is now available for pre-order at $500, plus a $30 monthly subscription for replacement sensors and adhesives, though its real-world effectiveness remains unproven.