Apple shares new Apple Watch Series 2 ad featuring Activity rings

Posted:
in Apple Watch edited February 11
Apple on Saturday posted a short commercial spot highlighting the health tracking functions of Apple Watch Series 2, urging users to keep fit by closing their Activity app rings.




Titled "Apple Watch Series 2 -- Close Your Rings -- Catch, Swim, Play," today's 15-second commercial is a continuation of Apple's new ad series dedicated to showing off Apple Watch's fitness features. The first "Close Your Rings" spot aired nearly a month ago.

Like last month's ad, the new commercial encourages Apple Watch users to close the Activity app's Stand, Exercise and Move rings. Introduced with the first Apple Watch, rings are graphical representations of movement data gathered by onboard sensors like accelerometers and Watch's custom heart rate sensor.

As users stand, walk, move and raise their heart rate by exercising over the course of a day, the rings fill up, or "close." How long it takes for a ring or rings to close depends on preset goals established during initial device configuration. Users can also change goals at a later date, for example shifting the hours they want to stand or the calories they want to burn.





Apple is placing an intense marketing focus on health and fitness with its latest Apple Watch Series 2, a device that launched last year with minor hardware improvements. The company also partnered with Nike to produce a Nike+ version of the device that comes with a special sports band and preloaded Nike software.

Comments

  • Reply 1 of 8
    radarthekatradarthekat Posts: 1,588moderator
    Seems like Apple decided, let's kill all the fitness band and wanna be fitness watch competitors early, before any one of them takes hold of some aspect of that market or grows strong enough to extend their offerings into other use cases, then we can get back to marketing all the other many uses of a smartwatch.  Of which there are many, as any Apple Watch owner can tell you.

    Meanwhile, Apple buys themselves time for the rest of the world to adapt to the true promise of a connected smartwatch; that being replacing your home and car keys, office access cards and fobs, hotel keys, your cash and credit cards, and eventually even your driver's license and passport.  Basically everything else you carry.  That and making your smartwatch the access point to control all aspects of your environment.  

    The Watch isn't about replacing a smartphone, which we'll continue to need for accessing dense sources of information; it's about quick interactions, like opening doors, switching things on and off and controlling levels (lighting, volume, etc), for making a payment, presenting credentials, tracking things like fitness, recording milestones (like job status tracking, etc).  And getting reminders, directions, anything and everything that requires a quick interaction.  The use cases are almost unlimited.  
    edited February 11 fotoformatquadra 610macxpressStrangeDayswatto_cobra
  • Reply 2 of 8
    Unimpressive. Except for those that are already with the Apple Watch's capabilities, it won't convince anyone. Apple's marketing has been lackluster and boring as of  late. It used to be phenomenal. It needs a  new advertising agency.  Whoever does the video for the intros has done a phenomenal job. I would suggest hiring whoever did those, although it does take a Jonathan Ives to make it special.  
  • Reply 3 of 8
    Would be nice if Apple would license the W1 chip to a manufacturer of bone conducting, swimming headphone.
    watto_cobra
  • Reply 4 of 8
    macxpressmacxpress Posts: 2,635member
    smcarter said:
    Unimpressive. Except for those that are already with the Apple Watch's capabilities, it won't convince anyone. Apple's marketing has been lackluster and boring as of  late. It used to be phenomenal. It needs a  new advertising agency.  Whoever does the video for the intros has done a phenomenal job. I would suggest hiring whoever did those, although it does take a Jonathan Ives to make it special.  
    It seemed to have convinced a lot of people last quarter....
    watto_cobra
  • Reply 5 of 8
    smcarter said:
    Unimpressive. Except for those that are already with the Apple Watch's capabilities, it won't convince anyone. Apple's marketing has been lackluster and boring as of  late. It used to be phenomenal. It needs a  new advertising agency.  Whoever does the video for the intros has done a phenomenal job. I would suggest hiring whoever did those, although it does take a Jonathan Ives to make it special.  
    I love the armchair executives, always certain Apple is screwing it up. One day it will catch up with them, one day.... meanwhile, sales, profits, and consumer satisfaction ratings prevail. Oops. 
    macxpresswatto_cobra
  • Reply 6 of 8
    I hope people don't think that "closing" the activity rings is equivalent to meeting AHA and HHS recommendations for daily exercise.  These commercials are not helping to clarify things either.
  • Reply 7 of 8
    crowleycrowley Posts: 5,092member
    Interesting wording in the headline. Companies don't advertise any more, they "share" adverts - how generous!
  • Reply 8 of 8
    MacProMacPro Posts: 16,078member
    smcarter said:
    Unimpressive. Except for those that are already with the Apple Watch's capabilities, it won't convince anyone. Apple's marketing has been lackluster and boring as of  late. It used to be phenomenal. It needs a  new advertising agency.  Whoever does the video for the intros has done a phenomenal job. I would suggest hiring whoever did those, although it does take a Jonathan Ives to make it special.  
    LOL, yep that last quarter was the definition of 'lackluster' to be sure!  /s
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