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Apple has launched a new marketing campaign to promote the Apple Watch as the perfect device for children, positioning it as an alternative to smartphones. The new website, which features the tagline “a great call for kids,” highlights how the Apple Watch allows parents to stay in touch with their children who may be too young for a smartphone.
The campaign emphasizes the Apple Watch’s capabilities, such as easy calling and texting, location tracking, and activity monitoring, providing both independence for children and peace of mind for parents. The software that enables these features is now branded as “Apple Watch For Your Kids,” previously known as “Family Setup.”
Apple’s approach aims to offer the benefits of connectivity and safety without the distractions and potential harms of social media apps and games found on smartphones. This rebranding aligns with growing efforts in various parts of the country to limit or ban smartphones in schools due to concerns about their impact on children’s focus and well-being.
In Virginia, Governor Glenn Youngkin recently issued an executive order to establish cell phone-free schools. Additionally, public schools in New York City and Los Angeles are implementing measures to limit cell phone use. A Pew Research Center survey found that 72% of high school teachers and 33% of all teachers consider cell phones a major problem in the classroom.
Apple introduced the Family Setup feature in 2020, allowing parents to set up and control an Apple Watch for their children from their own phones. The company has since added features to minimize distractions during school hours and introduced the more affordable Apple Watch SE, which comes in a variety of colors.
An Apple Watch with cellular connectivity, which is necessary for full functionality without a paired phone, requires an additional monthly subscription with a carrier. This makes it a more versatile option for parents seeking a device for their children that balances safety and connectivity.
Apple’s focus on younger users is strategic for the watch’s market growth. According to a May survey by Piper Sandler, 34% of U.S. teens own an Apple Watch. The company is also marketing the device to older adults, emphasizing safety features like fall and car crash detection and heart health monitoring.
In 2023, Apple reported $39.85 billion in sales from wearables, including the Apple Watch, marking a 3% decrease from 2022. Wearables accounted for about 10% of the company’s total revenue.