Apple desires you to know that purchasing a $400 smartwatch may very well be a matter of life-and-death — and it’s brilliantly, gruesomely captured that feeling in a brand new TV advert.
Titled “911,” the one-minute advert spot doesn’t present any of the gory particulars — you merely hear three cellphone conversations between 911 operators and individuals who managed to make use of their Apple Watch when dealing with seemingly imminent loss of life: one who may drown in a sinking automobile, one who fell an awesome distance and broke his leg, and a paddleboarder who bought swept out to sea.
They every have a contented ending, Apple informs us: “With the assistance of their watch, Jason, Jim, and Amanda had been rescued in minutes.” However the underlying message is brutally clear: in the event that they didn’t have this miraculous life-saving product on their wrists, they may have died alone. Apple is well-known for commissioning heartstring-plucking adverts, and this one isn’t any exception: it’s painfully straightforward to think about myself bleeding out or drowning, with no assistance on the way in which, once I hearken to their scared voices.
I’m torn about this advertising and marketing, as a result of it partially rings true. You don’t have to go looking lengthy to search out individuals who imagine the Apple Watch genuinely saved their life. I practically purchased one for my dad some time again, believing it a small worth to pay simply in case it made a distinction. (He declined; for one factor, he’s on Android.) Regardless that there are different smartwatches that might theoretically make emergency calls, I don’t suppose it’s a stretch to say an Apple Watch is the apparent alternative, notably if you happen to imagine the autumn detection, irregular heartbeat flagging, and strolling steadiness indicator may also assist.
However that doesn’t change the truth that Apple is now promoting you on concern, edging into shady insurance coverage salesman territory to take action. It’s an excellent advert, however it feels a bit shameless.
Moreover, the characteristic Apple’s displaying off right here remains to be a cellphone name — one thing you may as well do with a cellphone. That is an optionally available, dear gadget you must bear in mind to place in your wrist, in comparison with the cellphone that each Apple Watch buyer already owns and retains on their particular person — besides, maybe, in the course of a automobile accident or a paddleboarding tour.
If I had been in a life-or-death state of affairs like these, would I actually dial 911 from my watch? Maybe I’d, and be grateful. However I believe it’s extra seemingly I’d have my cellphone, reasonably than the Apple Watch that spends most of its time forgotten on my bedside shelf.