Apple Watch's family set up - for kids and dependent adults
Apple also unveiled a new way to set-up an Apple Watch - paired to an adults iPhone, but for a child or dependent adult to use as their primary device.
From there, the adult carer can keep track of their loved one’s geo-location, and (in the US) utilise Apple Cash to distribute pocket money for chores and not skipping school.
The PR angle is clear - give your child a non-intrusive device, that enables them to be more independent, while offering peace of mind to the parent without the fully fledged functionality of the smart phone. With the ongoing debate on the damage digital media, ‘screen time’ and social networks could cause to younger brains, it’s likely many concerned parents will see this as a good compromise.
Thinking longer term, Apple could be positioning the Watch as the gateway device for this younger generation. Or even, getting these future grown-ups used to the idea of not having a single smartphone, but a ‘constellation’ of devices worn and carried.
For organisations that have customers who are likely to have dependent kids or older adults, it could be worth exploring the potential for dedicated Watch apps and services. For example, larger retailers and leisure providers might want to explore the extension of wallet apps and loyalty services to the Watch for kids.
It’s also tempting to be too focused on the opportunity for kids use-cases here - but as shown by Care UK, the dependent adult and carer market opportunity could be considerable too, with opportunities that (to some extent) mirror those for younger folks. There’s a clear opportunity for propositions catering to the growing ‘sandwich generation’ of adults caring for both their children and their ageing parents and relatives.