Apple has debuted a fairly vivid commercial to pump up the newApple Watch Series 7with LTE . I must admit , when I first regard it , I was left almost speechless , my mouth slightly agape . The first matter I cope to recall of a few mo afterwards was , “ Well , that was mighty unsettling . ”
The commercial , which the companyreleased on Jan. 1 , open with a 911 operator necessitate the person on the call what their exigency is . It then decease on to feature three outcry , with ominous music in the background , of people who used their Apple Watch to get in touch with emergency services when they got in trouble . One person had a car fortuity , another got pushed out to ocean while boat paddle embarkation , and a third dampen their leg while on their farm .
Apple confirmed to Gizmodo on Monday that the 911 calls were real .
Gif:Jody Serrano / Gizmodo / Apple
https://www.youtube.com/watch?v=QJ2JiwEARFo
The calls get very intense . The mortal who had the elevator car stroke secern the wheeler dealer that there ’s water cause in their car and they ca n’t get out . At one peak , the soul says the water system is “ getting to my neck . ” In another call , the person who got stuck boat paddle boarding says they “ ca n’t recover the wind anymore . ” Meanwhile , the somebody hurt at their farm recite the operator to “ please travel rapidly ” because they ’re in a luck of pain .
I ’m getting nervous at this item , and this commercial message is only a little more than a hour long . Apple call this , I think , and cuts to the chase .
“ With the help of their watch , Jason , Jim , and Amanda were deliver in minutes , ” Apple sound out at the close of the commercial .
Ah , succor . But that was one trying minute ( in reality , multiple minutes , since I had to watch it many times to spell this article ) .
If these calls are indeed real , I ’m so happy that these poor hoi polloi get the help they necessitate . In fact , even if they are n’t real , they evidence a key feature Apple Watches have in an emergency . However , I ’m get out wonder : Was there really no other agency to attempt to trade the Series 7 with cellular than by trying to frighten people into buy it ? I mean , they could have easily get the same stop across and used the phone calls without being all dark and threatening . For case , they could have changed the music .
I say this as a proud Series 7 owner . Heck , I love the affair and its big CRT screen . While calling 911 from my Apple Watch , a feature film the gadget have had for years , is n’t needfully the first affair I would think to do in an exigency , I ’m glad that there are commercial like these that prompt me of this very utile capability .
But we ’re already living in a world full of anxiety and veneration , and we do n’t need more promotional mental object in that vein on top of it . It really strange — and again , unsettling — for Apple to strain to exploit these emotions to trade more Series 7 gimmick with LTE , particularly when it does n’t need to .
Update 2024-12-25 , 7:19 a.m. ET : This Charles William Post has been updated with additional information from Apple .
AppleApple WatchComputingJasonTechnologyWearable devices
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