Apple has launched a new marketing campaign promoting the Apple Watch as an ideal device for kids, aiming to help parents stay connected with their children. The campaign introduces the Apple Watch as “a great call for kids,” highlighting its utility for communication and activity tracking without the distractions of a smartphone.
The newly launched website emphasizes the Apple Watch’s features that allow parents to call and text their children, track their location, and encourage physical activity.
This rebranding effort showcases the software “Apple Watch For Your Kids,” previously known as “Family Setup.” The service allows parents to manage the device and monitor their children’s whereabouts, providing a sense of security while offering the kids a degree of independence.
Coinciding with School Smartphone Bans
This initiative coincides with a broader movement to limit smartphone use in schools across the United States. Concerns about the negative impact of social media and games on children’s focus and mental health are prompting actions to reduce smartphone presence in educational settings.
For instance, Virginia Governor Glenn Younkin has issued an executive order to establish cell phone-free schools, and major school districts in New York City and Los Angeles are implementing measures to restrict cell phone use.
According to a Pew Research Center survey, 72% of high school teachers and 33% of all teachers identify cell phones as a significant problem in classrooms. The rebranding of the Apple Watch aligns with these efforts by providing an alternative that retains essential communication features without the added distractions.
A Detailed Look at Apple Watch for Kids
Originally introduced in 2020, Family Setup allowed parents to configure a child’s Apple Watch using their phone, controlling messaging and other options. Apple has since enhanced this feature, adding capabilities to disable notifications during school hours and offering a more affordable, colorful model called the Apple Watch SE.
The Apple Watch with cellular connectivity, essential for functioning without a paired phone, incurs additional costs for cellular service and a monthly carrier subscription. Despite these costs, Apple is targeting young users to bolster its market presence.
A May survey by Piper Sandler indicated that 34% of U.S. teens own an Apple Watch. Additionally, Apple markets the device to older adults, highlighting safety features like fall detection, car crash alerts, and heart health monitoring.
Apple’s wearable technology, including the Apple Watch, contributed $39.85 billion in sales in 2023, representing about 10% of the company’s total revenue. However, this figure marked a 3% decline from the previous year.
Featured Image courtesy of RgStudio/Getty Images
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