“911, what is your emergency?” 

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This amazing ad gave me goose bumps… but is Apple selling us on fear? I can understand some people feeling uncomfortable with this ad, either because it stages real 911 recordings (real people in real distress) or because it underlines the fact that we don’t know what the outcome would have been if these people hadn’t owned an Apple Watch…

It is worth mentioning that the Cellular Apple Watch can call emergency services without a prepaid credit or cellular plan, just like cellphones can call 112 in Europe without a SIM card.

It’s important to note that all three stories from the ad may have required the person to own the GPS + Cellular version of the Apple Watch. While the GPS version can call 911, it needs to be near your iPhone. So, for those who are taking just their watch with them, you’ll need the GPS + Cellular version to contact emergency services.

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