ANALYSIS | Apple’s new message to consumers: think darker

New York ( Business) — For years, Apple has promoted its products under the banner “Think Different.” A classic example of Steve Jobs energy from the late 1990s and early 2000s.

But if you watched anything from the company’s iPhone event on Wednesday, it’s clear that Apple is thinking differently now about how it markets its products in the age of Covid-19, economic uncertainty, war and climate change threats.

As my colleague points out Samantha Kellythe opening of the event was a bit like watching a first aid training session, targeting our deepest fears.

In a three-minute video, Apple positions itself as a lifeline in a crisis. The Apple Watch calls for help after a man skating on a frozen river falls on the ice. The watch reports an atrial fibrillation to another. A teenage girl survives a winter plane crash by calling 911 on her watch.

This is a radical change in tone from Apple’s usual discourse: that its products are tools for creativity. Essential for aspiring photographers, designers, and outdoor enthusiasts capturing epic adventures to share on social media. There was still a bit of that spirit, sure, but it was hard to ignore the darker message that not only do Apple products save lives, but not having Apple products could be fatal.

The new features of the iPhone, as we write here, were counted. The iPhone 14 is not that different from its predecessor. What is new:

• Car accident detection technology in both the Apple Watch and iPhone
• An emergency tool for the iPhone that relies on satellites if, for example, you get lost in the wild and there is no cell signal.
• Temperature monitoring on the Apple Watch that can be used to track illnesses. In case anyone had forgotten that we are still in a pandemic.

“It’s been a bit surprising to see Apple resort to the alarmist approach and position its devices as potential lifesavers,” said Ramon Llamas, director of research at market research firm IDC.

The message is: we hope you never need to use these services, but won’t you be glad you have them the next time you’re out in the woods alone?

The somewhat cynical reality is that Apple products are high-end and inflation is eating away at people’s disposable income. The company has to convince consumers that its smart watchwhich starts at $250 in the cheapest version and goes up to $800, is worth the extra money.