In another example, a 27-year-old high school teacher went to the emergency room after her Apple Watch detected an abnormally high heart rate. According to the teacher, “My doctor said, ‘It was your watch that saved your life’.”
Apple has long presented its products as tools for creativity, productivity and a positive albeit ambitious lifestyle full of friends and family, healthy habits and outdoor activities. Some of it was still on display at the event this year, but there was also a new message. The company positioned many of its products and features as safety nets in a shaky world.
Apple has announced new car accident detection technology on both the Apple Watch and iPhone, which can determine the “precise moment of impact” using the device’s barometer, GPS and microphone. “We really hope you never need it, but feel a little safer every time you get in a car,” Ron Huang, Apple’s vice president of discovery and connectivity, said during the announcement.
While likely a continuation of Apple’s focus on health features, particularly with its smartwatches, the emphasis on these terrifying use cases nonetheless raised some eyebrows among industry viewers. “It was a little surprising to see Apple take the alarmist approach and position their devices as potential lifesavers,” said Ramon Llamas, research director at market research firm IDC.
“These emergency supplies are like the safety bags in your car: you won’t always need them, but you’ll be grateful if you do,” Llamas said.
The shift in tone comes as Apple faces a new economic landscape that could make it harder to convince customers to pay three- or four-digit fees to upgrade their devices — especially when some of those products aren’t materially different from the previous ones. year.
“Refinement over revolution isn’t a bad thing, but when the wallet gets tighter with the economy, these announcements are harder to sell without something groundbreaking,” said Eric Abbruzzese, research director at market firm ABI Research.
An emphasis on health and safety could also help Apple bolster its subscription services, Abbruzzese said, which has been one of its fastest-growing revenue lines in recent years. As he points out, the satellite connection is “free for only two years”. (Apple didn’t specify how much it will cost after that.) Plus, “advanced health tools just seem like another way to sell Fitness+ stronger.”