Marketing Genius: Apple's Latest iPhone 15 Ad Highlights a Feature You Didn't Know Existed

Apple's latest iPhone ad 8 photos
Photo: Bogdan Popa/autoevolution/Apple
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Apple is known as a company that can sell anything at a premium price, especially as it's a great marketer. However, some of the ads it releases aren't supposed only to highlight its marketing skills but also to promote features many people didn't know existed.
Living proof is the latest iPhone 15 ad that presents a feature called "Check In."

I won't offer any spoilers and ruin the fun of watching the 38-second ad, but I can't help but applaud the dad's acting. It perfectly emphasizes the feeling of a father when their teen driver leaves on their first trip alone, and I genuinely believe you can't feel the pain until you experience it yourself.

Leaving the acting aside, few people know what "Check In" is all about.

The feature was launched with the release of iOS 17 in the fall of 2023, allowing iPhones to automatically notify a contact when they arrive at a configured destination. It serves as a great way to automatically send a message to your significant other when you safely arrive home or at work, along with additional details like the route you've traveled.

"Check In" works via the integrated Messages app, so the location sharing and the automatic notifications don't require third-party software. To configure "Check In," you must go to the Messages app, open a conversation with a contact, tap the "More" option, and look for "Check In" in the list of options. The on-screen wizard will guide you throughout the rest of the process.

"Check In" was launched as part of Apple's feature arsenal aimed at drivers, alongside other tools like Crash Detection.

Also available on the Apple Watch, Crash Detection uses the device's sensors to determine when you're involved in an accident and automatically call 911 and notify emergency contacts. Crash Detection displays a notification on the screen when it detects a potential crash. If no response is offered, the device can dial the emergency phone number, providing the first responders with information regarding the crash, your location, and medical data (if you previously provided all details on the iPhone).

2024 is expected to be a big year for Apple from an automotive perspective. The first cars fitted with the new-generation CarPlay experience are projected to go live in a few months, with Porsche and Aston Martin confirming the adoption of the updated software. Several other carmakers will likely follow in their footsteps and bring CarPlay 2.0 to their cars, including Ford, Honda, and others.

Apple is also working around the clock on its own vehicle, though the project has reportedly hit several roadblocks and won't see daylight until 2026 at the earliest. Apple has never confirmed the work on a car project.

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About the author: Bogdan Popa
Bogdan Popa profile photo

Bogdan keeps an eye on how technology is taking over the car world. His long-term goals are buying an 18-wheeler because he needs more space for his kid’s toys, and convincing Google and Apple that Android Auto and CarPlay deserve at least as much attention as their phones.
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