Playstation’s PS5 Dual Sense Controller, Fox Sports Augmented Reality app Fox Vision, Apple’s Do not Disturb While Driving – all previous winners of Best Innovation here at the EFTM Best Awards. Fast forward to 2021 and Google got a hell of a lot of attention for their Magic Eraser app on the Google Pixel 6.

While I admit you could see this as “just an app” and not the first of its kind, it was the inclusion in the Google Pixel 6 Smartphone by default that made this outstanding. A great idea built into the phone.

We reckon the pairing of that advanced AI technology with an advanced camera is worth the shout out, so we’re calling it – Google Pixel 6 Magic Eraser – EFTM Best Innovation for 2021.