The smart watch proves once again its role in emergency situations
Apple has launched a new advertising campaign to highlight the importance of the Emergency SOS function on the Apple Watch. The video showcases the real-life experience of Australian Rick Shearman, who was rescued from the sea last July thanks to the device’s feature.
+ Click here to watch the commercial
The incident occurred in Byron Bay, Australia. Shearman was swimming when he was caught by rough seas. A strong current pulled him about 1.6 km from the coast, preventing his return.
After about 20 minutes of trying to swim back to the shore, he realized he needed immediate help. Using the Apple Watch, he was able to contact rescue services through the Emergency SOS function.
In the commercial, you can hear real excerpts from Shearman’s call, while the images recreate the rescue moment. He stayed in contact with the rescuers for about an hour, providing coordinates until he was saved by a helicopter.
Cases like this reinforce the effectiveness of the Apple Watch in emergencies. In addition to the manual SOS function, the device also features Fall Detection and Accident Detection, which automatically identify critical situations. If the user does not respond, the watch contacts emergency services, sends the precise location, and notifies trusted contacts — even if the person is unconscious.
Source and images: Mac Magazine / YouTube Apple. This content was created with the help of AI and reviewed by the editorial team.
