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Apple also introduced Family Setup, software that let parents track their children’s locations, manage their contacts list and limit their notifications. In 2020, the company released the Apple Watch SE, which had fewer features than a premium model and was priced $120 cheaper.
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It has also given new life to the Apple Watch, which was unveiled in 2015 and has been variously positioned as a fitness tracker, a style statement or a way to free yourself from an iPhone.Īpple has deliberately turned the watch into a device that can be attractive for children and their parents. The use of smart watches as a children’s gadget shows how the audience for a consumer technology product can morph in unexpected ways.
That same year, 21 percent of adults in the United States said they owned one, according to the Pew Research Center. In a 2020 survey of American teenagers by the investment bank Piper Sandler, 31 percent said they owned a smart watch. With the watch’s cellular abilities, parents can use it to reach and track their children, while the miniature screens mitigate issues like internet addiction.Ĭhildren and teenagers appear to have become a disproportionately large market for smart watches as a whole. The goal: to use the devices as a stopgap cellphone for the kids. “But the watch is still really, really nice,” he said.Īcross the United States, parents are increasingly buying Apple Watches and strapping them onto the wrists of children as young as 5. “I want him to explore.”įelix, a rising third grader, said he actually wanted a smartphone. But “within the framework of the watch, I don’t feel scared,” he said.
Fangohr, a 47-year-old product designer in Seattle, said he was aware that many people were pessimistic about technology’s creep into children’s lives. The beneficiary: his 8-year-old son, Felix. In May, he decided the benefits outweighed the costs and bought the gadget. The smart watch cost $279, and he worried that its recipient would immediately break or lose it. Florian Fangohr waffled for about a year over whether to buy an Apple Watch SE as a gift.
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