Apple is making a strategic push to boost sales of its smartwatch by positioning it as a viable alternative to smartphones for children, especially in the face of increasing restrictions on smartphone use in schools. This new marketing campaign, observed by CNBC, is a timely response to concerns about potential distractions and negative mental health impacts associated with smartphone use in educational settings.
Apple’s new website, titled “a great call for kids,” emphasizes the safety and communication features of its cellular-enabled Apple Watch. Parents can track their child’s location, allowing for peace of mind, while the watch also provides a means for children to contact parents via calls or messages. Apple highlights the independence offered to children, while also reassuring parents with its “peace of mind” promise.
The Apple Watch is designed to cater specifically to children, featuring features like Schooltime. This mode restricts notifications and app access during school hours, signifying this restriction with a prominent yellow circle on the watch face. Teachers and parents can easily recognize this symbol, indicating that “Do Not Disturb” is activated and apps are restricted. Convenience is further enhanced by the ability to set schedules on an iPhone, allowing the Apple Watch to automatically enter Schooltime during designated hours.
The Find My app complements these features by providing the precise location of the Apple Watch wearer and sending alerts upon arrival at destinations like school or home. Apple is aiming to capitalize on a growing trend of schools implementing restrictions or bans on smartphones. CNBC reports that Virginia Governor Glenn Younkin has directed the state to establish rules for smartphone-free schools, while public schools in New York City and Los Angeles are also exploring similar measures. The movement extends beyond the U.S., as exemplified by one of the U.K.’s most elite schools, which is implementing a smartphone ban starting with its new intake of 13-year-old students in September.
In an environment where concerns over smartphone use in schools are escalating, Apple is strategically presenting the Apple Watch as a potential solution, offering a level of control and functionality that aligns with these evolving concerns. The company is seeking to leverage this trend by positioning the Apple Watch as a safe and controlled alternative to smartphones, providing a balance between parental oversight and child independence.
