Apple promotes its watch as a suitable option for children in new advertisement.

• The new marketing website launched by Apple highlights the Apple Watch as a tool for parents to maintain communication with their children.
• The pitch is that a connected Apple Watch will provide parents with peace of mind when their children are away from home.
• In certain regions, there is an initiative to restrict smartphones in schools, which aligns with the announcement.

The company is adopting a new strategy to make its products more accessible to younger consumers.

Apple launched a new marketing website on Wednesday as part of a rebranding effort for its Apple Watch features targeted at children. The site highlights how parents can use the device to stay connected with their young children who may not be ready for a smartphone.

The website message states: "Easy to contact and communicate with them. Know their location. Various methods to keep them engaged. It's their freedom. And your peace of mind."

The device management and location tracking software for parents is now called "Apple Watch For Kids," which was previously known as "Family Setup."

Apple's argument is that a cellular-connected watch will provide parents with peace of mind when their children are away from home by allowing them to contact their loved ones. However, Apple does not explicitly mention that a watch offers safety and connectivity features without the distractions of social media apps and games that come with a smartphone.

As some regions attempt to limit or prohibit smartphones in schools, there is growing concern about the negative effects and distractions caused by social media use among children, which coincides with the rebranding of the company.

On Tuesday, Virginia Gov. Glenn Younkin issued an executive order directing the state to establish rules for cell phone-free schools. Meanwhile, 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.

In 2020, Apple launched Family Setup, a feature that enables parents to manage their child's Apple Watch through their phone and control messaging options. The company has since added features that allow parents to restrict notifications and distractions during school hours and introduced a budget-friendly and vibrant model called the Apple Watch SE.

A standalone Apple Watch requires cellular connectivity and a monthly subscription with a carrier, which comes at an additional cost.

The Apple Watch has been a success since its launch a decade ago, with 34% of U.S. teens owning one, according to a May survey from Piper Sandler. Additionally, Apple is targeting older Americans with safety features that can detect falls or car crashes, or monitor heart health.

In 2023, Apple reported $39.85 billion in sales of wearables, which was a 3% decrease from the previous year. This represented approximately 10% of their total revenue.

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