On September 16, 2022, a shopper held the Apple Watch Series 8 on sale in the Fifth Avenue store in New York.
Gina Moon | Bloomberg | Getty Images
apple is trying a new strategy to market its products to younger users.
The iPhone maker launched a new marketing website This is part of a rebranding of the Apple Watch feature suite for kids. The site calls the Apple Watch “a great calling card for kids,” showing how parents can use the device to stay connected with children who may be too young for a smartphone.
“Easy to call and text. Know where they are. Great way to keep them active. It’s independence for them. Peace of mind for you,” information on the website says.
The software that allows parents to track their children’s location and manage their devices is called “Apple Watch For Your Kids.” It was formerly known as “Family Settings”.
Apple’s pitch is that a watch with cellular connectivity would allow parents to make calls or text messages home with peace of mind while their kids are out and about. What Apple doesn’t make clear is that the watch provides security and connectivity features and eliminates all the distracting social media apps and games that come with smartphones.
The rebranding coincides with moves in parts of the country to limit or ban smartphone use in schools amid growing concerns about the harm and disruption caused by children’s use of social media.
Virginia Governor Glenn Younkin executive order issued tuesday Directs states to establish rules for cellphone-free schools. and public schools New York City and angels Action is being taken to restrict cell phones. according to pew research center72% of high school teachers and 33% of all teachers say cell phones are a major problem in the classroom.
Apple launched the “Family Settings” feature in 2020, allowing parents to set up their children’s Apple Watch and control messaging options through their phones. The company has added the ability for parents to turn off notifications and distractions during school hours and launched a low-cost, colorful model called the Apple Watch SE.
The Apple Watch, which doesn’t require a paired phone, requires cellular connectivity, which usually comes at an additional cost and requires a monthly subscription to a carrier.
A younger audience is crucial to the Apple Watch device, which launched about a decade ago. A Piper Sandler survey in May showed that 34% of American teenagers own an Apple Watch. Apple is also marketing the device to older Americans with safety features that can detect falls or car accidents or monitor heart health.
Watch sales are reported along with headphones and other accessories. Apple reported wearable device sales of $39.85 billion in 2023, a 3% decrease from 2022.
