Apple Watch Goes Back to School
By Greg Kahn
Emerging Tech Exchange
Founder & CEO
Published on August 21, 2023
The marketing reinvention of the Apple Watch deserves its own college course (if there isn’t one already). As kids get ready for the return to school, the Apple Watch is joining them as an essential tool that’s giving parents a bit more peace of mind.
As parents and educators worry about the mental health issues related to too much smartphone screen time, the Apple Watch’s limitations as a content and social media device have a natural appeal.
But it’s the ability to maintain contact at a time of stress and transition that appears to be the big driver of Apple Watch’s as a back-to-school-necessity. Market research indicates that consumers are 2.5 times more likely to buy Apple products for students, reports Marketwatch’s Jon Swartz.
Originally introduced in September 2014 as a luxurious accessory with a tech twist, it has transformed into much more than just a timepiece. Over the years, it has evolved from a health and medical device to a surprising solution for parents looking to keep their kids connected without the pitfalls associated with iPhones and unrestricted internet access.
The transition of the Apple Watch has been nothing short of remarkable.
Apple has astutely recognized the pressures parents face when it comes to giving their kids smartphones. With Apple Watch, kids can stay connected without succumbing to the potentially negative aspects of unfiltered internet access. The age at which children are introduced to technology is a debate among many families. Apple's official stance is that the Apple Watch is suitable for kids aged five and older. While this may seem young to some, it presents an alternative for parents whose three-year-olds express a desire for iPhones or endless YouTube watching.
Enter "Family Setup," Apple's ingenious solution.
This feature allows parents to set up their kids' Apple Watches, enabling location tracking and contact control. It's worth noting that the Apple Watch lacks a camera and certain social video apps, reducing the potential for problematic usage. A standout feature is "Schooltime," a mode that transforms the Apple Watch into a virtual classroom assistant. Through the parent's iPhone, they can control the child's access to the device during school hours, helping to mitigate distractions and focusing on learning.
The flexibility of Schooltime is impressive. Parents can customize usage down to the hour or half-hour increments, ensuring the watch remains dormant during crucial classroom periods. It's a proactive approach to fostering a productive learning environment while providing an extra layer of security.
In the context of Apple's recent earnings report, the Apple Watch's strategic pivot is bearing fruit. While iPhone, Mac, and iPad sales have leveled off, the Apple Watch has surged in popularity. The company's focus on a younger demographic is evident, especially with features designed to cater to parents who seek control over their children's tech usage.
As Apple looks to the potential of new products like its forthcoming hybrid digital/physical headset, Vision Pro, the company’s products will have to attract users on several levels. There’s work and productivity. There’s fun and entertainment. But the most lucrative might be health and wellness. And that includes online safety for kids, which will remain a paramount concern no matter where the economy heads.
Apple's innovative reimagining of the Apple Watch is a significant stride toward addressing these concerns. It's a reminder that technology can be harnessed to empower parents and ensure their children's well-being while staying connected. So, whether it's tracking health stats or managing a child's tech interactions, the Apple Watch's journey continues to inspire its users and push the boundaries of what a wearable can be.
Greg Kahn
Emerging Tech Exchange
Founder & CEO
