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Apple continues to use our own mortality as marketing

A screenshot showing an iPhone with a happy birthday message
Apple touted the watch and iPhone’s lifesaving feature in a new ad. | Screenshot by Emma Roth / The Verge

In recent years, Apple’s presentations have started to feature a new type of messaging: without an Apple Watch, you might be mauled by a bear, drown inside a sinking car, get stuck in a trash compactor, or even succumb to hypothermia after falling through an icy lake.

These disasters have always been averted by the presence of an Apple Watch. But this year, Apple’s messaging has started to change again: it’s not just the Apple Watch that can save you from possible death — but the iPhone, too.

At Apple’s iPhone 15 showcase, the company opened with an ad that weaved together the lifesaving potential of both the Apple Watch and the iPhone. The video depicted people celebrating their birthdays with friends and family, blowing out candles,…

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