Apple Promotes Apple Watch as a Safe Alternative for Kids

Apple is targeting younger users with a new marketing campaign, rebranding its suite of Apple Watch features aimed at children. The tech giant launched a new website on Wednesday, positioning the Apple Watch as “a great call for kids,” emphasizing its suitability for children who may be too young for a smartphone.

The promotional site highlights how parents can use the device to stay connected with their children, showcasing features that allow easy calling and texting, location tracking, and activity monitoring. The message conveyed is one of independence for kids and peace of mind for parents.

The software enabling these features is now branded as “Apple Watch For Your Kids,” a rebranding from the previous name, “Family Setup.” Apple is promoting the cellular-connected watch as a safer alternative to smartphones, offering essential connectivity without the distractions of social media apps and games.

This rebranding effort aligns with growing movements in some regions to restrict or ban smartphones in schools due to concerns over the distractions and potential harms of social media. Apple aims to present its watch as a viable, less intrusive option for staying in touch.

Young users are a crucial demographic for Apple’s watch, which has been on the market for nearly a decade. A survey by Piper Sandler in May indicated that 34% of U.S. teens own an Apple Watch. In addition to marketing to children, Apple is also appealing to older Americans with features that can detect falls or car crashes and monitor heart health.