Apple has debuted a fairly intense industrial to pump up the brand new Apple Watch Series 7 with LTE. I need to admit, after I first noticed it, I used to be left virtually speechless, my mouth barely agape. The very first thing I managed to consider a couple of seconds afterwards was, “Well, that was mighty unsettling.”

The industrial, which the corporate released on Jan. 1, opens with a 911 operator asking the particular person on the decision what their emergency is. It then goes on to function three calls, with ominous music within the background, of people that used their Apple Watch to get in contact with emergency companies once they acquired in hassle. One particular person had a automobile accident, one other acquired pushed out to sea whereas paddle boarding, and a 3rd broke their leg whereas on their farm.

It seems to be like these are actual 911 calls, however we’ve reached out to Apple to substantiate. We hadn’t heard again from the corporate by the point of publication, however we’ll be certain to replace this text if somebody will get again to us.

The calls get very intense. The one who had the automobile accident tells the operator that there’s water getting of their automobile and so they can’t get out. At one level, the particular person says the water is “getting to my neck.” In one other name, the one that acquired caught paddle boarding says they “can’t find the wind anymore.” Meanwhile, the particular person harm at their farm tells the operator to “please hurry” as a result of they’re in loads of ache.

I’m getting anxious at this level, and this industrial is simply slightly greater than a minute lengthy. Apple anticipates this, I believe, and cuts to the chase.

“With the help of their watch, Jason, Jim, and Amanda were rescued in minutes,” Apple says on the finish of the industrial.

Ah, aid. But that was one hectic minute (truly, a number of minutes, since I needed to watch it many instances to write down this text).

If these calls are certainly actual, I’m so glad that these poor individuals acquired the assistance they wanted. In truth, even when they aren’t actual, they reveal a key function Apple Watches have in an emergency. However, I’m left questioning: Was there actually no different strategy to attempt to promote the Series 7 with mobile than by attempting to scare individuals into shopping for it? I imply, they may have simply gotten the identical level throughout and used the cellphone calls with out being all darkish and ominous. For occasion, they may have modified the music.

I say this as a proud Series 7 proprietor. Heck, I really like the factor and its massive display. While calling 911 from my Apple Watch, a function the gadgets have had for years, isn’t essentially the very first thing I’d assume to do in an emergency, I’m glad that there are commercials like these that remind me of this very helpful functionality.

But we’re already residing in a world full of hysteria and concern, and we don’t want extra promotional content material in that vein on high of it. It actually unusual—and once more, unsettling—for Apple to attempt to exploit these feelings to promote extra Series 7 gadgets with LTE, particularly when it doesn’t have to.