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Apple Promotes Durability of Apple Watch Series 7 in New 'Hard Knocks' Ad

MacRumors said:


Apple today released a new ad for Apple Watch Series 7 highlighting the device's durability when exposed to various wearing conditions.


In the ad titled "Hard Knocks," a number of scenarios are played out involving people either intentionally or accidentally exposing their Apple Watch to various weather conditions, liquids, and physical impacts.

Some examples include someone diving into a pool from a height, someone running for a bus and getting their wrist caught in the door, and a person falling while ice skating.

"The most durable Apple Watch ever," reads the tagline of the ad, which runs for 1 minute and 38 seconds, and features music by Jack White, "Power of My Love."

According to Bloomberg, Apple is working on a version of the Apple Watch "with a rugged casing" that's aimed at athletes, hikers, and others who use the watch in more extreme conditions than day to day wear. It will feature the same functionality as a standard Apple Watch, but with improved impact resistance and protection. Apple is expected to launch the rugged Apple Watch in 2022.
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I'm on my 4th Apple watch - I had to replace 2 of them because of broken screens after fairly minor impacts and the 3rd one because for some reason the watch battery became burning hot and died.

Not a good track record for the Apple Watch!! It definately needs to be more resistant.
 
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MacRumors said:
"The most durable Apple Watch ever,"
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I took my AppleWatch 3 to the beach a few weeks ago. Wore it while swimming in the ocean several days. All that salt water and occasional scuffs with the coral reef and it’s still going great. I loved that I could call my family who was sitting on the shore while I was still out in the ocean from my watch. Still works like a gem!
 
macman01101 said:
They gotta be joking. I baby my watch and it has tons of visible micro-scratches
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You can have crack resistance or scratch resistance, but not both. Apple is usually going for crack resistance with all their products, because a cracked screen is worse than a scratched screen.

Micro-scratches are normal and no one should worry about them.
 
Quick google of broken apple watches.
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If you live a genuinely active lifestyle that exposes you to more extreme conditions, the Apple watch might be one of the worst options. I'm curious if this "rugged" version can correct this shortcoming. Currently, the battery life is a joke and the screen does not work if your fingers are wet.
 
_Spinn_ said:
I really wish Apple didn't make the jump from aluminum to SS so expensive but when I upgrade my Apple Watch every 2 years I can't justify spending so much to get the sapphire screen.
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Having owned both I really didn't find one more durable than the other. The SS one though did show dings on the metal far far easier.
 
AppleUser2 said:
Ok but they scratch pretty easy - so that’s the risk. Cracking less so but this advert seems to suggest you can be super care free, which you can’t.
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After spending a minute and a half of my life I'll never get back watching this ad, almost everything shown in it is actually stuff they specifically say it will do. About half the examples are just water resistance. 3/4 more are exactly what fall detection is for. And the rest is stuff that will scratch the hell out of your watch and Apple will not fix that.
 
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AppleUser2 said:
Ok but they scratch pretty easy - so that’s the risk. Cracking less so but this advert seems to suggest you can be super care free, which you can’t.
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Agreed. They might hold up to cracks ok but I have never had any direct hard contact with my watch on anything and I have a lot of scratches.
 
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I've never broken any of my Apple Watches, but I've sure beat the hell out of them. My s6 has a deep scratch down the side of the screen, but luckily outside the viewing area. I wear mine working on my property or in the garage, camping, hiking, climbing, etc. They just aren't made to be treated rough.

Next one I get will go in a rugged case, despite how ugly they are. I don't want the shiny stainless steel case.
 
I've had all versions of the AW and feel the ceramic was the most durable, then the space black Ti (my current S6). No scratches on these two but the SS and Al watches do scratch easily and are very visible.
 
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The problem I have with the 7000 series aluminum casing, is it scratches easy and it’s permanent. Whereas with the regular stainless steel, even if the casing scratches with the 316L, you can remove the scratches/buff them out.

Also, I personally prefer the sapphire display, which I find has no issues with scratching whatsoever from my experiences. However, the ion-X glass on the sport Apple Watch model, scratches if you just look at it wrong.
 
If someone told me that ad script writed by a 10 year old kid i'm believe it. Apple watch is not a sportwatch like my Garmin. Its a smartwatch.
 
I broke the the glas on 3 apple watches, after 3 month. Every time with just small impact. There is no warranty for such and no repair option from apple.

In two cases It starts with a small scratch that expands with time and result in non functioning touch.

The Apple Watch glass is total crap. I had other watches before in 40 years and never broke the glass. I stopped buying that product after those experiences.
 
I’ve clobbered door knobs, door frames, etc., over the years and have never gotten anything more serious than minor scratches.
 
HorstBockman said:
A Watch hit by a tennis ball isn't exactly extreme.
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Depends on how hard the ball was hit. I've had a Seiko watch glass crack while returning serve. It ricocheted off the side of my racquet and hit the watch face head on. I've also had a finger fractured catching a ball (mallet finger fracture). And yes, I've taken a few in the family jewels. They hurt. If that's not extreme, I don't know what is.
 
snak-atak said:
I took my AppleWatch 3 to the beach a few weeks ago. Wore it while swimming in the ocean several days. All that salt water and occasional scuffs with the coral reef and it’s still going great. I loved that I could call my family who was sitting on the shore while I was still out in the ocean from my watch. Still works like a gem!
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Been wearing my AW3 for 3 years now. Never had a case for it. Dropped it on hard tiled floors several times, went swimming with it, hiked through a literal rainforest with it. The only problems with it is that the crown's side (the part with the tiny textured teeth) is a bit scratched and the aluminium sides are a bit scratched (not noticeably). The screen is completely in tact. There's a small nick at the bottom, but you need to look very hard to see it.

My unit is built like a tank. I'm not sure if the AW3's glass formula is different or better than the newer watches or not, but durability has been extremely good so far (for me).
 
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AppleUser2 said:
Ok but they scratch pretty easy - so that’s the risk. Cracking less so but this advert seems to suggest you can be super care free, which you can’t.
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harder glass = harder to scratch = easier to crack

softer glass = easier to scratch = harder to crack

this is how I noticed between even Samsung Phones and Iphones from my own experience Iphones have harder glass but crack easily when dropped but Samsung Phones are a bit softer which prone to more scratches but a hell of a lot difficult to crack.

So yes If you want your apple watch series 7 to at least not scratch just buy a 9h screen protector for it
 
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