HomeNewsApple occasion this yr had an unusually darkish undertone

Apple occasion this yr had an unusually darkish undertone

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When Apple held its annual launch occasion for the iPhone 13 in 2021, it began with a joyful video that includes jazz dancers celebrating the pure great thing about California (which will be captured with an iPhone digicam, in fact).

The tone of Apple’s iPhone 14 launch this week was darker. After zooming in on Apple’s headquarters from area, it kicked off with a video highlighting customers who wrote letters to Apple CEO Tim Cook dinner saying that they nearly died — however have been saved by their Apple Watch calling 911.

“Expensive Apple: My dad was flying our small aircraft to Vermont. I used to be asleep within the again seat. I awakened once we have been crashing into the tops of the bushes. The aircraft broke into six items and we have been miles away from civilization within the freezing chilly. Then, hastily, my Apple Watch began ringing,” mentioned one character named Hannah.

Different characters within the brief video advised tales of falling right into a frozen stream, getting trapped inside a trash compactor, and witnessing a cardiac episode in a restaurant.

Saving lives in emergency conditions was the main theme of Apple’s launch this yr, and most of the most notable new options the corporate introduced have been oriented round security.

Essentially the most vital new iPhone functionality this yr known as “Emergency SOS through satellite tv for pc,” which might ship a message for assist even when there isn’t any cell service round for miles. Customers may also share their location with household or pals within the Discover My app.

Apple’s instance of how the characteristic works confirmed a hiker with a damaged leg on prime of a mountain ridge calling for a helicopter. Later, Apple talked about winding again roads as one other place the place iPhone customers may be out of vary.

However this characteristic could possibly be helpful in exterior wilderness settings. Wildfires, hurricanes, and different disasters can minimize cell service, and being able to contact emergency providers or inform your loved ones the place you might be can actually be a life-saver in these circumstances.

One other instance: Apple’s $799 or extra watch, the Extremely, has an 86-decibel siren that may be heard 600 ft away, and compass options that enable the person to retrace their steps with out the web.

As with the satellite tv for pc characteristic, Apple marketed it as for backcountry adventurers, nevertheless it may be helpful in additional mundane settings. Think about sounding the alarm as a deterrent to an attacker, or utilizing the retracing characteristic to seek out your approach again to your automobile after an area catastrophe has interrupted cell service.

Apple additionally introduced this week that iPhones and Apple Watches can now name 911 in the event that they detect a automobile crash utilizing movement sensors.

“We really hope you by no means want it however that you’ll really feel somewhat bit safer each time you get within the automobile,” an Apple presenter mentioned, moments earlier than rolling one other business the place a driver will get hit by an air bag in sluggish movement after crashing.

Apple’s launch occasions are designed to do one factor: Construct up demand for Apple’s new merchandise. Apple needs to make the iPhone much more “important” for its customers although security options, giving customers causes to not swap to competing Android gadgets.

Will these options meaningfully enhance iPhone adoption and gross sales? It seems, Apple has a minimum of thought of the likelihood prior to now.

In a disclosure with the ESG group CDP revealed in January 2019, Apple representatives wrote about potential enterprise alternatives stemming from local weather change, citing a earlier model of the “SOS” characteristic for instance of Apple’s work to construct options for emergency conditions.

“As extreme climate occasions turn into extra frequent, customers might come to worth extra extremely the rapid and ubiquitous availability of dependable cellular computing gadgets to be used in conditions the place transportation, energy, and different providers could also be briefly interrupted,” Apple representatives wrote.

Apple cited the occasions of 9/11 and hurricanes Katrina, Sandy, and Harvey as “excessive climate occasions” which might be occurring extra steadily.

“Over time, as folks start to expertise extreme climate occasions with larger frequency, we count on an growing want for confidence and preparedness within the area of non-public security and the well-being of family members,” Apple wrote within the disclosure.

Apple’s not the one shopper electronics firm that’s growing security options for its gadgets. However Apple’s gadgets even have a sturdy lineup of well being options, like fall detection for seniors and coronary heart monitoring, which make the general security pitch stronger.

“iPhone is there once you want it most,” one presenter mentioned on the launch occasion. “That confidence is particularly vital in moments the place your security is in danger.”

We could also be seeing the beginning of a brand new messaging technique at Apple: Its gadgets are those you need when issues go fallacious.

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