In recent years, Apple’s presentations have started to feature a new type of messaging: without an Apple Watch, you might be mauled by a bear, drown inside a sinking car, get stuck in a trash compactor, or even succumb to hypothermia after falling through an icy lake.
These disasters have always been averted by the presence of an Apple Watch. But this year, Apple’s messaging has started to change again: it’s not just the Apple Watch that can save you from possible death — but the iPhone, too.
At Apple’s iPhone 15 showcase, the company opened with an ad that weaved together the lifesaving potential of both the Apple Watch and the iPhone. The video depicted people celebrating their birthdays with friends and family, blowing out candles, and of course, getting “happy birthday” wishes on their iPhones.
As the ad introduced its main players, captions faded in at the bottom of the screen, such as one that said, “Apple Watch notified her of a low heart rate. Went to the hospital and received vital pacemaker surgery.” The next described a person using the iPhone’s Emergency SOS feature to get rescued while trapped in a blizzard, while another said a pregnant woman was rushed to the hospital for an emergency delivery after her Apple Watch detected a high heart rate.
