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 had been saved by their Apple Watch calling 911.
“Expensive Apple: My dad was flying our small airplane to Vermont. I used to be asleep within the again seat. I awoke after we had been crashing into the tops of the bushes. The airplane broke into six items and we had been miles away from civilization within the freezing chilly. Then, swiftly, my Apple Watch began ringing,” mentioned one character named Hannah.
Different characters within the brief video instructed 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 most important theme of Apple’s launch this yr, and lots of the most notable new options the corporate introduced had been oriented round security.
Essentially the most important new iPhone functionality this yr is named “Emergency SOS by way of satellite tv for pc,” which may ship a message for assist even when there is not any cell service round for miles. Customers may also share their location with household or buddies within the Discover My app.
Apple’s instance of how the function 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 function could possibly be helpful in outdoors wilderness settings. Wildfires, hurricanes, and different disasters can reduce cell service, and being able to contact emergency companies or inform your loved ones the place you’re 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 function, Apple marketed it as for backcountry adventurers, however it is also helpful in additional mundane settings. Think about sounding the alarm as a deterrent to an attacker, or utilizing the retracing function to search 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 actually hope you by no means want it however that you’ll really feel a bit 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 gradual 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 change to competing Android gadgets.
Will these options meaningfully enhance iPhone adoption and gross sales? It seems, Apple has a minimum of thought of the chance up to now.
In a disclosure with the ESG group CDP printed in January 2019, Apple representatives wrote about potential enterprise alternatives stemming from local weather change, citing a earlier model of the “SOS” function for example of Apple’s work to construct options for emergency conditions.
“As extreme climate occasions turn out to be extra frequent, customers could 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 companies could also be quickly 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 incessantly.
“Over time, as individuals start to expertise extreme climate occasions with larger frequency, we count on an rising want for confidence and preparedness within the enviornment 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 essential 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 flawed.
