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Apple continues to use our own mortality as marketing
Verge September 17, 2023
Apple wants you to know that not only can its watch save your life — the iPhone can, too.
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...
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