With the Apple Watch launching publicly to customers in nine countries today, the company has debuted three new ads aimed at showcasing the device’s features for notifications and timekeeping, health and fitness, and communication between users.
The ads, called ‘Up’, ‘Rise’, and ‘Us’, focus on various everyday life situations, highlighting how the Watch can fit seamlessly in anyone’s lifestyle. The ads have no narration and never mention any tech-related aspect of the Watch: Apple’s message is about how people use the Watch when they need to and how it can be a more personal and intimate experience. They’re not about hardware or software – rather, they attempt to cover a range of scenarios where those two aspects blend naturally.
From an early rise in the morning to go for a run (monitored by the Workout app) to quick communication with Digital Touch, the ads jump between different use cases quickly. Dozens of Watch functionalities are showcased: there’s Digital Touch, Apple Pay, the Activity and Workout apps, animated emoji, calendar notifications, watch faces, and even third-party apps.
Notably, the ads never dwell on each example too long, using multiple mini-stories to convey the glanceable, spontaneous, and brief nature of Watch interactions. With simple and elegant ads Apple is saying that the Watch is a device to get out of technology obsession and let apps come to us (and vice versa) only when necessary.
Apple’s new ads can be viewed here or on Apple’s YouTube channel. We’ve also embedded them below.
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Federico is the founder and Editor-in-Chief of MacStories, where he writes about Apple with a focus on apps, developers, iPad, and iOS productivity. He founded MacStories in April 2009 and has been writing about Apple since. Federico is also the co-host of AppStories, a weekly podcast exploring the world of apps, and Dialog, a show where creativity meets technology.