Apple launches new marketing highlighting Apple Watch for kids

Apple launches new marketing highlighting Apple Watch for kids
Apple just launched a website showcasing how the Apple Watch can be a perfect fit for your kid. Ditch the phone, keep the connection! This handy wristwatch lets them call and text you easily, while you can see their location for peace of mind. Plus, it encourages healthy habits and a bit of independence – a win-win for both parents and kids!
The pitch is that a cellular-connected Apple Watch gives parents peace of mind when their kids are out and about. Apple’s new marketing focus coincides with an effort in some parts of the country to limit iPhones in schools.
Kif Leswing for CNBC:
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“Easy to call and text. Know where they are. Great ways to keep them active. It’s independence for them. And peace of mind for you,” the message on the website says.
The software that lets parents track their child’s location and manage the device is called “Apple Watch For Your Kids.” It was previously called “Family Setup.”
Apple’s pitch is that a cellular-connected watch will give parents peace of mind when their kids are out and about by enabling them to call or text home. What Apple isn’t explicitly saying is that a watch offers safety and connectivity features minus all the distracting social media apps and games that come with a smartphone.
Virginia Gov. Glenn Younkin issued an executive order on Tuesday directing the state to establish rules for cell phone-free schools. And public schools in New York City and Los Angeles are moving to limit cell phones. According to the Pew Research Center, 72% of high school teachers and 33% of all teachers say cell phones are a major problem in the classroom.
Apple introduced Family Setup in 2020, allowing parents to set up a kid’s Apple Watch from their phone and to control messaging options. The company has added features that parents can use to turn off notifications and distractions during school hours, and introduced a low-cost and colorful model called the Apple Watch SE.

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MacDailyNews Take: According to a May survey from Piper Sandler, just 1-in-3 (34%) of U.S. teens own an Apple Watch, so there’s a lot of headroom for growth!
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