For its first ad of the year, the Apple Watch calls for help

Apple launched a digital advertisement on New Year’s Day, highlighting the Apple Watch‘s emergency SOS feature. The commercial depicts three individuals—Jason, Jim, and Amanda—who utilized the device’s 911 calling capability in perilous situations where using a phone was impossible.

Amanda was involved in a vehicle collision, Jason found himself adrift after a strong wind swept him away from his paddleboard, and Jim suffered a leg fracture on his property. The Apple Watch proved to be a lifeline for each of them, enabling them to summon assistance.

The year 2022 may be defined by a focus on emergency communication: speculation suggests Apple is creating a satellite-based messaging and calling system for the iPhone, alongside an automated emergency notification system triggered by car accidents.