Apple continues to make use of our personal mortality as advertising and marketing

A screenshot showing an iPhone with a happy birthday message
Apple touted the watch and iPhone’s lifesaving characteristic in a brand new advert. | Screenshot by Emma Roth / The Verge

In recent times, Apple’s shows have began to characteristic a brand new sort of messaging: with out an Apple Watch, you is likely to be mauled by a bear, drown inside a sinking automotive, get caught in a trash compactor, and even succumb to hypothermia after falling by way of an icy lake.

These disasters have all the time been averted by the presence of an Apple Watch. However this 12 months, Apple’s messaging has began to vary once more: it’s not simply the Apple Watch that may prevent from potential loss of life — however the iPhone, too.

At Apple’s iPhone 15 showcase, the corporate opened with an advert that weaved collectively the lifesaving potential of each the Apple Watch and the iPhone. The video depicted individuals celebrating their birthdays with family and friends, blowing out candles,…

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