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Business

Apple’s newest products and features take aim at our biggest fears




Apple CEO Tim Cook kicked off the annual event on Wednesday with a three-minute video depicting how the Apple Watch has saved lives by calling for help. One man described how he was skating on a frozen river when the ice gave way. Another survived a plane crash in a remote area in the middle of winter. And a secondary school pupil escaped a bear encounter.

Another example from the event focused on a 27-year-old high school teacher who 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.̵[ads1]7;

Apple has long presented its products as tools for creativity, productivity and a positive, if ambitious, lifestyle filled with friends and family, healthy habits and outdoor activities. Some of it was still on display at this year’s event, but there was also a new message. The company positioned many of its products and features as safety nets in a shaky world.

Apple announced new car crash detection technology on both the Apple Watch and iPhone, which it says can determine the “exact moment of collision” using the device’s barometer, GPS and microphone. “We really hope you never have to, but feel a little safer every time you get into a car,” said Ron Huang, Apple’s vice president of sensing and connectivity, during the announcement.

It also unveiled a ground-breaking Emergency SOS tool for iPhones that relies on satellites if, for example, you’re lost in the wilderness and cell service isn’t working. And it introduced a new temperature monitoring tool on the Apple Watch that can be used to track illnesses, at a time when many may still be struggling with pandemic health anxiety.
Apple unveils a crash detection feature for its new Apple Watches.

While arguably a continuation of Apple’s focus on health features, particularly with its smartwatches, the emphasis on these dire use cases did raise some eyebrows among industry watchers. “It was a little surprising to see Apple go for the alarmist approach and position their devices as potential lifesavers,” said Ramon Llamas, research director at market research firm IDC.

In recent years, Apple has promised customers that its products can help create a safer digital environment for them – one with stronger privacy and family-friendly content. Now it seems the track has it extended to keeping people safe in the real world.

“These emergency features are like the airbags in your car: you’re not going to need them all the time, but you’re thankful when 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- and four-figure sums to upgrade their devices — especially when some of those products aren’t significantly different from the year before.

The company introduced relatively minor updates to its devices across the board on Wednesday. For example, the iPhone series offered updates to the camera systems, a new interactive lock screen and, on the Pro models, much faster performance. Meanwhile, the new high-end Apple Watch Ultra is aimed at extreme sports enthusiasts; While there is a market for rugged watches, not everyone needs tracking for deep-sea diving or triathlons.

“Refinement over revolution is not a bad thing, but if purse strings tighten with the economy, these announcements are harder to sell without something groundbreaking,” said Eric Abbruzzese, director of research at market firm ABI Research.

The emphasis on health and safety could also help Apple bolster its subscription services business, Abbruzzese said, which has been one of its fastest-growing revenue lines in recent years. As he points out, the satellite connection is “only free for two years”. (Apple hasn’t specified how much it costs after that.) Also, “advanced health tools seem like just another way to sell Fitness+ more strongly.”



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