Brilliant Apple "Crash Test" Ad Highlights an iPhone Feature That Needs Urgent Updates

Industry analysts believe Apple can sell anything for a premium, including products that might not be worth the price.

Crash Detection is a new-generation iPhone and Apple Watch feature that the company brags about on every single occasion. In reality, Crash Detection is a brilliant idea that requires urgent polishing, as it generates false calls so often that authorities sometimes tell users to turn off the feature altogether.

Crash Detection is also the subject of Apple's latest brilliant ad. I don't want to ruin the fun of watching it, but the ad comes with several Easter Eggs, some of which you may not notice the first time you watch it (spoiler alert: look for the crash dummy dog set as the iPhone lock screen background).

Apple's new feature, available exclusively on the iPhone 14 and the Apple Watch Series 8 and Ultra, works using the device's sensors, including the gyroscope and the accelerometer, to detect potential crashes. When it detects a possible accident, the iPhone or the Apple Watch displays a notification on the screen, asking for user input.

If the device does not receive a response, Crash Detection automatically initiates a 911 call, providing the operator with location information and health data stored in the user account. The dispatcher can send the first responders to your location using the provided coordinates.

Crash Detection is, at least on paper, a brilliant technology. However, the system has produced a flood of false calls to emergency teams in the last few months, as it incorrectly determined potential crashes. Wearers who fell while skiing or riding a rollercoaster couldn't notice the prompt on the screen, so Crash Detection eventually initiated the 911 call, alerting authorities of a potential accident.

While they admit that automatic crash detection can be helpful, emergency teams admit the system requires additional refinements. In some cases, they worked with Apple to reduce the likelihood of smartphones and Apple Watches dialing 911 for no reason. Still, incorrect calls remain a problem today, making some users turn off the feature on their devices.

If you own an iPhone 14 or a new-generation Apple Watch and notice an incorrect call to 911 triggered by Crash Detection, you should avoid hanging up. Wait until the operator takes your call, and then explain the problem. If you hang up before the dispatcher answers, they'll lose precious time, as they'll try to call you back in case of an emergency. Law enforcement said you won't get in trouble because your iPhone incorrectly dialed 911.