Apple’s latest products and features are aimed at our greatest fears

Apple CEO Tim Cook kicked off the annual event on Wednesday. 3 minute video See how your Apple Watch saved lives by calling for help. One man described what it was like when the ice melted while skating on a frozen river. Another of him survived a plane crash in a remote area in the middle of winter. And the high school student ran into a bear and ran away.

In another example, a 27-year-old high school teacher who went to the emergency room after her Apple Watch detected an abnormally high heart rate. It was a clock,'” he said.

Apple has long presented its products as tools for creativity, productivity, and a positive lifestyle (if you aspire to it) filled with friends and family, healthy habits, and outdoor activities. . Some of them were exhibited at this year’s event, but there were also new messages. The company positioned many of its products and features as his net of safety in a volatile world.

Apple has announced new automotive crash detection technology on both the Apple Watch and iPhone that can use the device’s barometer, GPS and microphone to determine the “precise moment of a crash.” Ron Huang, Apple’s vice president of sensing and connectivity, said during the announcement, “We sincerely hope you don’t need it, but we want you to feel a little safer every time you get in your car.

It also revealed a breakthrough Emergency SOS For example, tools for iPhones that rely on satellites if you’re lost in the wilderness and cellular service isn’t working. And at a time when many of us may still be grappling with the health concerns of a pandemic, we’ve introduced a new temperature-monitoring tool to the Apple Watch that can be used to track illness.

Apple’s focus on health features, especially in smartwatches, is arguably the case, but its focus on these dreaded use cases raises eyebrows among industry watchers. Ramon Llamas, head of research at market research firm IDC, said: “It was a little surprising that Apple would dabble in a alarmist approach and position its devices as potential lifesavers.

In recent years, Apple has promised customers that its products will help. Create a safer digital environment The one with stronger privacy protection and family-friendly the pitch Enhanced to keep people safe in the real world.

“These emergency features are like a safety bag in your car. You won’t need them all the time, but you’ll appreciate them when you do,” Llamas says.

A change of tone comes as Apple faces a new economic climate. This can make it difficult to convince a customer to pay her triple or quadruple figure to upgrade a device. Especially if some of these products haven’t changed significantly from the previous year.

The company has relatively minor introductions Device update across the board on Wednesday. For example, the iPhone lineup is sponsored Updated camera system, new interactive lock screen, and significantly faster performance on Pro models.On the other hand, the new high-end apple watch ultra Intended for extreme sports enthusiasts. The market for rugged watches exists, but not everyone needs a deep-sea dive or triathlon tracking.

Eric Abrazese, head of research at market research firm ABI Research, said: “There’s nothing worse than being more sophisticated than revolutionary, but if wallets are tight with the economy, these announcements are a breakthrough. “It’s not something that’s silly, and it’s going to be harder to sell.”

Focusing on health and safety could also help Apple bolster its subscription services business, Abbruzzese said. (Apple hasn’t disclosed pricing after that.) Plus, “advanced health tools seem like another way he’s going to sell Fitness+ stronger.”


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