Historically, smartphones, including Apple’s own iPhones, have been criticised for contributing to a range of health problems, from diminished attention spans to poor sleep quality. Apple’s recent product launch marks a strategic pivot to counter this narrative
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In a significant shift, Apple is positioning its latest products — the Apple Watch Series 10 and the new AirPods 4 — as pivotal tools for improving health.
At its September 9 event, Apple showcased these devices’ new health-centric features, aimed at addressing prevalent issues such as sleep apnea and hearing loss.
Apple’s foray into health tech
Historically, smartphones, including Apple’s own iPhones, have been criticised for contributing to a range of health problems, from diminished attention spans to poor sleep quality. Apple’s recent product launch marks a strategic pivot to counter this narrative by highlighting the health benefits of its devices.
The company unveiled new features designed to combat hearing loss and monitor sleep apnea, which have been well-received by observers and tech reviewers. Notable tech reviewer Marques Brownlee praised the integration of clinical-grade hearing aid functionality into the AirPods Pro 2, while Box CEO Aaron Levie highlighted the potential impact on users with hearing loss.
This health-focused approach aligns with Apple’s long-standing ambition to make significant contributions to personal well-being. CEO Tim Cook has previously stated that he sees health as a crucial area where Apple can make a major societal impact. Given the recent stagnation in Apple’s business growth and increasing competition from Chinese tech companies, the push into health technology could serve as a revitalising force for the company’s product lineup.
Clinical edge
Apple’s emphasis on health technology is underscored by its use of the term “clinical” throughout the launch event. The new Apple Watch Series 10 introduces a sleep apnea detection algorithm that has been developed and validated through clinical-grade tests. This feature is part of Apple’s broader strategy to leverage its devices’ ability to collect and analyse health data effectively.
Similarly, the new AirPods Pro feature a clinically-validated hearing test that transforms the earbuds into a clinical-grade hearing aid. Dr. Sumbul Ahmad Desai, Apple’s vice president of health, highlighted the company’s unique capability to integrate health technology into everyday devices, leveraging its extensive ecosystem of hardware and software.
Analysts suggest that Apple’s focus on health tech aligns with its broader strategy of offering advanced and integrated solutions. Ben Bajarin, principal analyst at Creative Strategies, noted that Apple’s dominance in the wireless headphones market provides a prime opportunity for innovation. He believes the advanced health features are designed to inspire existing customers to upgrade their devices by showcasing the significant advancements over previous models.
What happens when tech companies foray into health tech
Despite these advancements, Apple’s foray into health technology is not without its challenges. The company has faced setbacks in this sector, including a temporary ban on selling certain Apple Watch models due to intellectual property disputes. As Apple continues to integrate more medical features into its devices, it will need to navigate regulatory hurdles and potential legal issues. For instance, the new sleep apnea detection feature on the Apple Watch Series 10 and the AirPods Pro 2 is pending approval from regulatory bodies like the FDA.
Apple’s experience with the Apple Watch, which faced legal issues over its blood-oxygen sensor, illustrates the complexities of incorporating health technology into consumer products. These disputes, along with concerns about the accuracy of health data, highlight the risks associated with expanding into this field.
However, technology equity analyst Angelo Zino of CFRA Research believes the opportunities outweigh these risks. He notes that Apple’s focus on privacy and secure data storage helps mitigate some of the risks compared to other tech companies venturing into health technology. Sara Geoghegan from the Electronic Privacy Information Center emphasised that Apple’s approach to local data storage in the Health App is more privacy-conscious than sharing information with third parties.
What it means for consumers
As consumers increasingly seek health services beyond traditional medical settings, Apple’s new health features could play a significant role in shaping this trend. The company’s ability to integrate advanced health technology into widely-used devices like the Apple Watch and AirPods positions it uniquely in the market. While questions about the effectiveness and accuracy of these technologies remain, Apple’s commitment to accessibility and privacy may well drive significant impact in the realm of personal health management.