Apple have kicked off a marketing campaign for a product aimed at kids too young for an iPhone as they look to continue to expand their consumer base.
The product, owned by 34% of American teens, may help to curb the issue of smartphone usage in US high schools.
Cell Phones in Classrooms An Issue
Cell phones in classrooms have been highlighted as an issue in recent years, especially among teachers.
According to a Pew Research Center survey, 33% of middle school teachers and 72% of high school teachers say that the distractions caused by cell phones are a “major issue” in class.
Problem for Students, Too
In addition to distraction, smartphone addiction can pose other, less direct issues to adolescent development.
Research from the Canadian Medical Association Journal showed that it can impair social skills and reduce academic performance.
Health Issues
On top of distractions and academic and social development, smartphone addiction has also been linked to some serious health issues.
The addiction can cause sleep issues, emotional distress and lead to the development of obesity in later life.
Apple Product to Provide Peace of Mind
Apple have touted the product as being able to give parents peace of mind in the absence of a cell phone.
When kids are given cell phones, parents may feel more relaxed knowing that their children can contact them or the emergency services in case anything goes wrong
Apple Watch: The Right Balance?
Apple advertise their Apple Watch as hitting the right balance between mitigating the dangers associated with excessive smartphone usage and giving parents the peace of mind associated with having their kids be contactable.
The watches can be put in “Schooltime” mode, restricting its usage during class time and displaying a clear watch face for teachers.
Web Page Launch
As part of a campaign promoting the watches, Apple launched a new web page advertising some features of the product parents may find useful.
The web page describes the product as a “great call for kids”.
Parents Can Track Their Kids
One of the services touted allows parents to track their child’s location through their iPhone.
Parents can also set workout goals for their kids and message back and forth. As the page describes: “It’s independence for them. And peace of mind for you.”
Adolescents Key Expansion Target
Adolescents are a major and growing consumer base for Apple, and a key target for expansion.
The product is already a hit with US teens, with a reported 34% already in possession of an Apple Watch.
Gateway Product
The product may also serve as a gateway product, introducing young consumers to the Apple ecosystem.
This may lead to young consumers buying more ‘adult’ Apple products such as the iPhone, much like vaping can lead to cigarette usage.
