The Apple Watch Ultra is a great smartwatch, but it’s also a brilliant marketing tool. This is why…

The Apple Watch Ultra is the technical equivalent of “Do you even have a lift, bro?”

With 8 years of development, Apple has firmly cemented the Watch’s reputation as a life-saving device. The Apple Watch isn’t just a smartwatch, it’s an incredible medical and safety device that has helped those in need. Every year, Tim Cook even spends a few minutes telling real-life stories about how the watch saved the wearer’s life. However, the Apple Watch Ultra does not share that reputation. It’s built for extremes, for the ultra-human, whether they’re climbing mountains, crossing deserts, diving into oceans, or simply pushing their bodies to the limit in pursuit of a goal. In Apple’s own words, the Watch Ultra is an “essential tool for essentially everything”… but here’s the part Apple didn’t say out loud. They know that ordinary people want the Watch Ultra too, just because they can portray themselves as groundbreaking ultra-humans. It’s the watch equivalent of owning a Peloton, a bike mount on the back of your car, or just taking gym selfies. The Watch Ultra is an exceptional device, but it is also something of a status symbol for people who want to be seen as adrenaline junkies and adventure enthusiasts.

The Ultra suffix tells you practically everything you need to know about what this new smartwatch is made for. Apple doesn’t see this as the watch someone wears in the office, or that an elderly person wears to check their heart level. This watch is designed to absolutely push the boundaries of what a watch can do and endure. The watch has a rugged titanium design that can withstand inclement weather, including snow storms, and is WR-100 water resistant and EN13319 certified, meaning you can use it as a dive computer during dive sessions.

The new design of the watch is made for easy handling, even when wearing gloves. The crown is thicker, has more grip and the power button is more accessible. There’s even a new action button on the opposite side for controlling the watch’s various ‘ultra’ activity tracking functions, whether you’re participating in a triathlon, scuba diving or even marking your position on the watch’s own mapping system during a trip. trek . It has a redesigned home screen interface called the Wayfinder, which gives you access to all the key features you need during your activities, including a compass, GPS coordinates, elevation, and other useful stats. The watch’s battery can last for 36 hours, although Apple claims future updates could bring it up to 60 hours, so your watch will help you through your long, difficult journeys, whether you’re hiking, camping, long-distance jogging or completing a triathlon. . The watch even comes with a ‘night mode’ that is easily accessed by turning the crown, making the interface minimal and red, preserving visibility and saving battery… in case of emergency.

The watch comes with a rugged titanium alloy construction and has three different strap styles, an Alpine Loop, Trail Loop and Ocean Band. The Watch Ultra comes standard with GPS and cellular, and has all the other features of the Series 8, including a much more advanced temperature tracker and period tracker, crash detection, international emergency calls, fall detection and an always-on display. With all those advanced features, the Watch Ultra doesn’t come cheap. At $799, it costs as much as the iPhone 14 (yes, the new one), making it the most expensive smartwatch on sale right now. For people who are heavily invested in active or extreme lifestyles, this one might just be a doozy.