New Apple Watch Series 4 Ad Promotes the 'Freedom of Cellular'

[jazz1]

The reason there was no take off or landing was because the part in the clouds was done in a wind tunnel. The performer is flyer Inka Titto and the commercial was shot inside Flyspot, a vertical wind tunnel. The moves she does in the commercial are done in the air, so it looks different compared to simple green screen of dancing on the ground with clouds added in post production. Not sure why they didn't do breakdancing in the clouds though, as that would be way more relatable to more people. This kind of wind flying style isn't nearly as popular.

Is there a video on how they did it? If so I think we’d be even more impressed.

 

[zombierunner]

It’s funny she didn’t take the call. Also why isn’t this on the main Apple YouTube channel?

 

[futurist101]

I own an iPhone X but I like to leave it at home when I’m not working. When I’m walking my dog or out for dinner, I’d rather be in the moment than be tempted by my phone.

But in this day and age, people are expected to always be in reach and there are privileges to being connected even if you don’t have a large screen to get lost into. A connected Watch can give you directions, it can let you coordinate meeting with friends, it can stream music or a podcast on your way there and it can alert you of breaking news or settle debates by asking Siri about a topic. Other apps like Things and my calendar remain in sync and yes, I can take an important call if need be.

An iPhone does a lot of what a Mac does, but it doesn’t mean that you only have to own one. There are tools that are better suited for different circumstances. And yes, there is this sense of freedom when you’re not anchored to your phone but still have the peace of mind of being connected. You’ll have to experience it for yourself to understand it. For me, there’s no going back.

Well stated I've been thinking of activating the cellular service on my AW3 for some time but was concerned about the affect on battery life. In your experience, does a fully charged watch make it thru the entire day while doing the things you mentioned (i.e. texting, receiving calls, streaming music, etc.)?

 

[DrewJM]

Here is my Qualm:

I actually could justify using LTE with the Apple Watch, however, I can’t justify the $15 it will cost me additionally on my carrier bill month with the added fee of $10 and taxes, and to me, that’s more than I’m willing to spend just for the sake of having some notifications and other features. I really would like to see Apple and the carriers corroborate to implement some type of plan that would be more attractive to the user.

If you think about how expensive cellular monthly bills are already, and then you add another $12 to $13-ish on top of that, that’s not very attractive for something that somebody may infrequently use with the LTE function. I know it has its advantages for taking a call and leaving your phone behind, or streaming your music to your AirPods, etc. but I still wonder if the consumer wants to spend this type of money for something that they may not rely on as much as they think. And I think the additional cost can be offputting to want to take advantage of the LTE capability.

This exactly. I couldn't justify the added cost after a few months of trying to use it. The reception on the thing was terrible.

Apple today released a new Apple Watch Series 4 ad named "Flight" that promotes the "freedom of cellular."

Directed by Jonathan Glazer, the one-minute spot shows a woman running on a windy day when a gust suddenly elevates her into the clouds, where she dances freely in the air before falling back into a lake surrounded by mountains. She then receives but declines a call on her Apple Watch Series 4.

Glazer, an award-winning British director, worked with World Champion air dancer Inka Tiitto to choreograph the performance and bring to life the feeling of freedom and weightless movement, according to Campaign.

The ad will premiere during the 2019 BRIT Awards tonight in the United Kingdom.

Article Link: New Apple Watch Series 4 Ad Promotes the 'Freedom of Cellular'

[doublepost=1550720000][/doublepost]The reception was so bad on my 3 I eventually just cancelled the plan.

 

[Tech198]

either that's some fancy stop-motion skydiving, or wires.

 

[foxcub6]

And only EE and Vodafone customers can take advantage of it in the UK...

I use vodafone £5 a month 6 months free , in saying that I’ve used it once lol probably a waste of £5 pm should be free in my opinion as it doesn’t cost vodafone a dime ( I might be wrong here ) I can’t call on tbe phone and watch at the same time and it’s my data etc that I pay a monthly subscription

 

[sidewinder3000]

My god that spot is gorgeous. And evocative.

 

[spazzcat]

Woohoo, freedom of cellular! Still requires an iPhone to set up and pair to. Maybe watchOS 6 will make the Apple Watch fully independent, or maybe it will require a Series 5 Watch to do it.

Or they only want to sell watches to iPhone users?

 

[ipedro]

Well stated I've been thinking of activating the cellular service on my AW3 for some time but was concerned about the affect on battery life. In your experience, does a fully charged watch make it thru the entire day while doing the things you mentioned (i.e. texting, receiving calls, streaming music, etc.)?

Yes. I use my Watch a lot less than I use my phone. And that’s the intention. So it doesn’t need a massive battery.

I really don’t notice the battery. It’s not something that I think about. I drop it on the charger when going to bed then put it on as soon as I get up.

The only time I’ve noticed a significant battery drain is when I work out at the gym. I usually go on a 1 hour walk with my dog in the morning but if I track other exercises like running or weight training, it does seem to drain my battery more and I might have to drop my Watch on the charger when I take a shower for a quick top up.

But overall, my Watch lasts me through the day. I get messages, I see notifications from apps, I listen to music and podcasts and I take the occasional call. I’m not stuck looking at and fiddling with my Watch all day. That’s the appeal. That’s where the feeling of freedom comes from.

 

[ginkobiloba]

"Freedom from cellular" will be real the day my Apple Watch cellular will have roaming. Right now it's ridiculous, I'm less than a couple hours from various bordering countries ( Spain, Italy, Germany..) and when I cross the border, my Watch with cellular just won't connect anymore, unlike my phone.

 

[ipedro]

either that's some fancy stop-motion skydiving, or wires.

It’s a wind tunnel for indoor “skydiving”.

It’s probably lined with a green screen with a light positioned where the sun is. They got the lighting perfect. It’s very convincing.

 

[macmanmass]

Mark must have been her booty call....."Not now Mark"

 

[futurist101]

Yes. I use my Watch a lot less than I use my phone. And that’s the intention. So it doesn’t need a massive battery.

I really don’t notice the battery. It’s not something that I think about. I drop it on the charger when going to bed then put it on as soon as I get up.

The only time I’ve noticed a significant battery drain is when I work out at the gym. I usually go on a 1 hour walk with my dog in the morning but if I track other exercises like running or weight training, it does seem to drain my battery more and I might have to drop my Watch on the charger when I take a shower for a quick top up.

But overall, my Watch lasts me through the day. I get messages, I see notifications from apps, I listen to music and podcasts and I take the occasional call. I’m not stuck looking at and fiddling with my Watch all day. That’s the appeal. That’s where the feeling of freedom comes from.

Thank you for the info! I just activated cellular service for my AW3 on Verizon. I want freedom too

 

[Abazigal]

It’s funny that one of the early criticisms of the Apple Watch was that it lacked cellular support, yet now that it has, the main counterpoint is that it is worthless.

 

[Fozziebear71]

It’s funny that one of the early criticisms of the Apple Watch was that it lacked cellular support, yet now that it has, the main counterpoint is that it is worthless.

Aren't Macrumors forums awesome.

By the way, I activated the cellular on mine and my wife's watch and love having the ability to not always having my phone with me. It's well worth the $10 a month.

 

[Abazigal]

Aren't Macrumors forums awesome.

By the way, I activated the cellular on mine and my wife's watch and love having the ability to not always having my phone with me. It's well worth the $10 a month.

I personally haven't found the need for one (still using the series 2, but might eventually upgrade to one with cellular). What are the situations you have found yourself in without your phone? Was it by choice?

 

[Fozziebear71]

I personally haven't found the need for one (still using the series 2, but might eventually upgrade to one with cellular). What are the situations you have found yourself in without your phone? Was it by choice?

We just recently upgraded from the Series 2. Some of the primary reasons are for when either of us go for a run. We no longer have to take our phone with us but can still be reached via phone call or text, stream Apple music while out on a run, etc. Those are the primary reasons why we purchased the Series 4 watches. Additionally, my wife loves the peace of mind knowing that if she forgot her phone or if something happened to it she would still be able to reach someone in case of an emergency. That's huge.

I should also mention that the speed difference in the Series 4 verses the previous versions is incredible. I don't regret upgrading one bit and the $10 a month for the cellular is a no-brainer.

 

[4jasontv]

Here is my Qualm:

I actually could justify using LTE with the Apple Watch, however, I can’t justify the $15 it will cost me additionally on my carrier bill month with the added fee of $10 and taxes, and to me, that’s more than I’m willing to spend just for the sake of having some notifications and other features. I really would like to see Apple and the carriers corroborate to implement some type of plan that would be more attractive to the user.

If you think about how expensive cellular monthly bills are already, and then you add another $12 to $13-ish on top of that, that’s not very attractive for something that somebody may infrequently use with the LTE function. I know it has its advantages for taking a call and leaving your phone behind, or streaming your music to your AirPods, etc. but I still wonder if the consumer wants to spend this type of money for something that they may not rely on as much as they think. And I think the additional cost can be offputting to want to take advantage of the LTE capability.

I have an unlimited data plan on my Apple Watch 4 and I use about 0 MB a month. The device works really well, it just doesn't do very much without being paired to the phone. Right there is the thing. I always have my phone, even at the gym.

I got the plan because I was under the impression that internet connected apps would work over LTE. They don't. Sure, notification apps work fine. Facebook, MLB, ESPN and the like. But the apps I actively engage with don't. For example, OnStar has a watch app, but it needs my phone nearby to unlock my doors or start my car. I have a few other examples, but I really can't speak to the extent that Apple Watch Apps are able to work on their own over LTE because the ones I really want to use simply don't work.

Apple isn't enforcing any standards regarding how data on LTE should be handled, and that's the reason I think people should avoid paying the $15 a month (my plan is actually $20).

 

[yoz-y]

Honest Q: why is taking the phone an issue? (NB I own an SE)

When I had the 5, running with the phone was unwieldy and only worked if I took the jacket. When it gets too hot, no pocket on sports clothes is big enough. Running with a pouch sucks, getting a strap is maybe an option.

Now I got a Plus phone and even just the weight of the phone is too much.

 

[RicD]

Weird + execution is very disappointing for Apple and Glazer in 2019.
Avoiding 2 key moments of transitions (take off and landing). Average green screen,
average editing. No color correction effort (the beginning and ending could be much
more beautiful. Confusing message - freedom of cellular = NOT picking up (?).

“...no color correction...”, images are not always needing color correction, nor white balance correction, leaving them as they are can convey a specific feeling. Also, the director and art director may have deliberately been going for that specfic appearance; we do not know. Also, your comment “...Confusing message...”, completely I agree with you, truly I did not know what they were going for.
[doublepost=1551387971][/doublepost]

Here is my Qualm:

I actually could justify using LTE with the Apple Watch, however, I can’t justify the $15 it will cost me additionally on my carrier bill month with the added fee of $10 and taxes, and to me, that’s more than I’m willing to spend just for the sake of having some notifications and other features. I really would like to see Apple and the carriers corroborate to implement some type of plan that would be more attractive to the user.

If you think about how expensive cellular monthly bills are already, and then you add another $12 to $13-ish on top of that, that’s not very attractive for something that somebody may infrequently use with the LTE function. I know it has its advantages for taking a call and leaving your phone behind, or streaming your music to your AirPods, etc. but I still wonder if the consumer wants to spend this type of money for something that they may not rely on as much as they think. And I think the additional cost can be offputting to want to take advantage of the LTE capability.

Sir, you are correct, As with others I can afford the added cost, but just because one can does not at all mean one should. Gave LTE a go using their three month free trial. The week that was ending I analyzed its use, could not find one specific reason for maintaining the LTE service, cancelled it. When my iPhone was at home often I needed its camera, now I am not far from the iPhone. When I received a call it was much easier using the iPhone than the AW. While in the car the iPhone is also there, so yes when I received a call it was more convenient using the watch, however during those 90 days maybe used it in the car three times. During a walkabout I want the iPhone mainly for camera. For health reasons absolutely the AW is fantastic, glad I have it.

 

[jfx94]

Is there a video on how they did it? If so I think we’d be even more impressed.

This is her flying for another type of commercial. I can try to find some stuff in my archives for some shoots that have been done in the past couple years. Sorry for the late reply.