Apple’s latest ad confirms something we’ve thinking for a while now: when it comes to health and fitness, smartphones are pretty much still the ultimate wearable.
Sure the spot features plenty of peripheral devices, including the Withings scale, a Zepp Golf sensor and a Wahoo bike sensor but the real star of the ad is the iPhone.
When you think about it, that makes sense too. None of those peripherals, after all, work without their companion iPhone apps. The health and fitness apps that don’t need peripherals obviously don’t work unless they have an iPhone to run on.
The ad comes hot on the heels of Apple’s WWDC keynote, where it put heavy emphasis on health and wellness despite showing no signs of producing the much-rumoured iWatch.
For now, that’s probably not a bad ploy. After all, the smartwatch space remains relatively unproven and Apple still makes money from the apps and devices that connect with it. Featuring those products in an ad now is also a message from the Cupertino-based tech giant that it won’t lock out the companies that have built those products if and when it decides to build its own wearable.