Technology
Thursday, July 11th, 2024 1:39 pm EDT
Key Points
- New Marketing Strategy for Kids: Apple launched a new marketing website as part of a rebranding effort for its Apple Watch features aimed at children, promoting it as a safer alternative to smartphones for staying connected.
- Rebranding Amid School Restrictions: The rebranding to “Apple Watch For Your Kids” coincides with efforts to restrict smartphone use in schools due to concerns over social media’s impact on children, highlighting the watch’s ability to provide connectivity without distractions.
- Importance of Young Audiences: Targeting young users is crucial for Apple, as shown by a survey indicating 34% of U.S. teens own an Apple Watch. The company also markets the device to older adults with health and safety features, with wearables contributing significantly to Apple’s revenue.
Apple has introduced a new marketing strategy to expand its product reach to younger users, particularly children, by rebranding and promoting its Apple Watch features. The tech giant launched a new website emphasizing how the Apple Watch can help parents stay connected with their children, who may be too young for a smartphone. The site highlights the device’s capabilities for making calls and sending texts, tracking the child’s location, and encouraging physical activity, all while providing independence to the child and peace of mind to the parents. This suite of features, previously known as “Family Setup,” is now called “Apple Watch For Your Kids.”
The key selling point for the Apple Watch in this context is its ability to offer safety and connectivity without the distractions of social media apps and games typically found on smartphones. This repositioning comes at a time when there is a growing movement to restrict or ban smartphones in schools due to concerns over the negative impacts of social media on children. For instance, Virginia’s Governor Glenn Younkin recently directed the state to develop cell phone-free school policies, and public schools in major cities like New York and Los Angeles are also moving to limit cell phone usage. According to the Pew Research Center, a significant number of teachers view cell phones as a major issue in the classroom.
Apple’s Family Setup, introduced in 2020, allows parents to set up and control their child’s Apple Watch using their own iPhone. This setup includes the ability to manage messaging options and turn off notifications during school hours. Apple also offers a budget-friendly and colorful version of the watch, the Apple Watch SE. However, a standalone Apple Watch with cellular connectivity requires an additional cost for cellular service and a monthly carrier subscription.
The focus on younger users is crucial for Apple, as the Apple Watch, which debuted nearly a decade ago, aims to capture a significant share of the market. A survey by Piper Sandler in May revealed that 34% of U.S. teens own an Apple Watch. Concurrently, Apple is targeting older adults with the device’s safety features, such as fall and car crash detection and heart health monitoring.
Apple groups its Watch sales with headphones and other accessories, reporting $39.85 billion in wearables sales in 2023, a 3% decrease from 2022. These wearables account for about 10% of Apple’s total revenue, underscoring the importance of continually innovating and expanding the market for the Apple Watch across different age demographics.
For the full original article on CNBC, please click here: https://www.cnbc.com/2024/07/11/too-young-for-an-iphone-apple-promoting-apple-watch-for-kids.html
