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Apple targets children with its smartwatch: the end of smartphones for the young?

In a bold marketing strategy, Apple is positioning its smartwatch as the ideal alternative to the smartphone for children. This initiative raises questions about the balance between connectivity and well-being of the youngest in the digital age. Decoding a trend that could shake up the high-tech market for children.

The Apple Watch: the new high-tech companion for children

Apple is hitting hard with its latest marketing campaign. The company with the apple logo is promoting its smartwatch as “a smart choice for kids”. This strategy aims to appeal to parents who want to stay in touch with their children without having to buy them a smartphone.

Apple's promotional site highlights the key benefits of the Apple Watch for younger people:

  • Communication made easy: calls and text messages at your wrist
  • Reassuring geolocation: parents can know the position of their children
  • Encourage physical activity: tailored activity tracking functions
  • This approach positions the Apple Watch as a compromise solution, offering connectivity and security without the hassles of social networking and gaming found on smartphones.

    A favorable context: questioning smartphones at school

    Apple's campaign comes amid growing concern about smartphone use among young people, particularly in schools. Several recent initiatives illustrate this trend:

  • In Virginia, Governor Glenn Younkin has ordered a ban on cell phones in schools.
  • New York and Los Angeles public schools now limit smartphone use
  • According to a Pew Research Center study, 72% of high school teachers consider cell phones problematic in the classroom.
  • The Apple Watch thus presents itself as an attractive alternative, allowing parents to maintain the parent-child bond without the distractions inherent in smartphones.

    Family Setup: the key function to win over families

    Launched in 2020, the โ€œFamily Setupโ€ feature plays a central role in Appleโ€™s strategy. This feature allows parents to:

  • Set up your child's Apple Watch from their own iPhone
  • Control messaging options
  • Disable notifications during class hours
  • Limit potential distractions
  • The introduction of the more affordable Apple Watch SE reinforces this approach by making the smartwatch accessible to a wider audience.

    The challenges of mass adoption

    Despite its strengths, the Apple Watch for kids faces some obstacles:

  • Cost: A model with cellular connectivity remains a significant investment
  • Monthly subscription: required for use without an associated smartphone
  • Battery life: potentially limiting for intensive use
  • The growing popularity of the Apple Watch among young people (34% of American teenagers own one according to a Piper Sandler survey) suggests a bright future for this strategy.

    Beyond Kids: Apple Watch Appeals to All Generations

    Apple's smartwatch isn't just for the young. The brand is also targeting seniors with innovative security features:

  • Fall detection
  • Heart Health Tracking
  • Easy emergency call
  • This versatility contributes to the commercial success of the Apple Watch, whose sales, combined with those of headphones and other accessories, reached $39.85 billion in 2023.

    Apple's move to promote its smartwatch as an alternative to smartphones for kids marks a turning point in the tech industry. This approach, combining connectivity and parental control, could well redefine the way young people interact with technology. It remains to be seen whether this trend will become a lasting one, transforming the digital landscape for new generations.

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