The Apple Watch launched in April, but it's now October, and it's still tricky to find a specific case where you'd really need to have one. Apple's solution? Carpet-bomb potential Watch buyers with ideas. After six videos surfaced earlier this month, the company has produced seven new ads that highlight single use cases for the wearable, showing how the Watch can let you buy things on the move, check in for your flight, and help you get a kiss.
The Watch's purchasing power is the subject of two of the 15-second ads. "Skate" shows a cabal of skateboarders against an orange backdrop, pausing from their kicking and pushing to buy a popsicle, using Apple Pay at an unseen register. "Play" shows a pianist checking an eBay auction for an electric keyboard on his Watch, playing uninterrupted as he sees he's outbid, before increasing his offer.
The "Move" and "Dance" ads focus more on how the Watch fits into daily life. The star of the former sets herself a 450 calorie workout goal, before embarking on a complex dance routine, highlighting the wearable's ability to punch in your own fitness information. "Dance" shows how Watch owners can use Siri to play music, choosing songs by saying their name, artist, or description.
Where these four ads show what you can do with the Watch that you couldn't before, the other three focus instead on how easily the device can fit into your life. We've long been able to get airplane boarding passes on our smartphones, but "Travel" shows those documents slipping out of your pocket, and moving onto your wrist instead. "Style" aims to show how users could seamlessly integrate the Watch with their wardrobe, featuring actress Chloe Sevigny changing bands as she tries on a pile of clothes. Note that at $49 each for the official Apple Watch Sport bands, you might need movie star wages in order to switch up your wrist decoration with every outfit.
The Watch has been dinged for simply offering a cut-down version of what your smartphone is capable of, but the last ad — "Kiss" — shows a time when access to wrist-mounted device might be preferable to fishing around in your pocket for a slab of metal. Two people stand on the edge of smooching, before they're almost interrupted by a notification for an incoming Uber. Had the push notification come through on a phone, the ad suggests, the magic would've been broken, but with the Watch, one of the would-be kissers can simply dismiss it with a flick of a finger and get back to the action.