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.
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.
“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.
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.”
Source: www.cnn.com
