Apple’s new Japan campaign tells the real-life story of a heavy metal fan whose Apple Watch alerts help detect a life-threatening heart condition just in time.
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Apple Watch’s heart story strikes a chord in Japan
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Can tech save lives? Apple’s new film says it certainly can
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australia
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The Australia campaign features the true story of Rick Shearman, who was washed out to sea and forced to make an SOS through his Apple Watch.
Shock and applause for Apple Watch's chilling real-life emergency call ad
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The ad uses audio from three emergency phone calls to highlight how the Apple Watch Series 7 with LTE can save lives.
Beyond time: How watch brands are adapting to survive
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SECTOR STUDY: An industry that prizes tradition is learning that it must innovate to stay alive, but extinction looks near for brands without a clear proposition.
The competitive landscape for Apple Watch
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As usual, Apple isn't first to market. Will its smartwatch work market magic?
Fitbit gets jump on Apple Watch with global branding push
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The company's new campaign highlights the flexibility of its devices for different demographics, cultures and activities.
Wearable devices: The next great frontier
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Privacy issues aside, gold mine of data from personal, GPS-linked gadgets may forge a brave new world of targeted marketing.