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Apple Shares Emergency SOS Apple Watch Success Story

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Apple today shared a minute-long video promoting the Emergency SOS feature on the Apple Watch, highlighting the rescue of Australian man Rick Shearman, who was swept out to sea last July.


Shearman was swimming in Byron Bay when rough seas pushed him away from shore, with the current carrying him over 1.5 kilometers from the beach. He couldn't get past the waves, and after about 20 minutes of trying to get to shore, he realized he needed help.

He called emergency services using the Emergency SOS feature on his Apple Watch, with the call played back in Apple's ad spot in a dramatic reenactment of the event. He was able to source help, and stayed on the line with emergency crews for an hour to direct them to his location. He was ultimately rescued by helicopter.

Emergency SOS on Apple Watch can be activated by holding down the Side Button to call the local emergency services for the area that you're in.

Top Rated Comments

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Howard2k
13 months ago

It’s a nice story, ruined by metric units.
It's 2025.
Score: 18 Votes (Like | Disagree)
azpekt Avatar
azpekt
13 months ago
the best Apple ad in ages
Score: 16 Votes (Like | Disagree)
goldmac2006 Avatar
goldmac2006
13 months ago

Did he have the iPhone with him out there? Or was he just using his cellular AWU?
If you’re planning to surf, swim, do a triathlon, or dive nearby, it’s best to leave your iPhones behind unless if y’all have the GPS Apple Watch . If we bring our iPhones in the water, we’ll need to put them in a waterproof case.

This guy only wore his Apple Watch Ultra 2 with the ocean band.

If you call emergency SOS on your Apple Watch, it will use cellular data on the Apple Watch if your iPhone isn’t with you, or if your iPhone is with you, it will use the cellular data from your iPhone. But even if you don’t set up cellular on your Apple Watch, it can still pick up cell towers to make emergency calls.
Score: 12 Votes (Like | Disagree)
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Godspeed8230
13 months ago

Geez, great story, but at what point before 1.6km do you think, maybe I should start paddling back?
Rip currents or rip tide. They are the ocean‘s deadliest phenomenon, moving as fast as 2 meters per second. You should swim parallel to the beach until you get out of it.
Score: 10 Votes (Like | Disagree)
R
rochford
13 months ago

It’s a nice story, ruined by metric units.
Score: 9 Votes (Like | Disagree)
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BHarris_108
13 months ago

Such an awesome story! Let’s see more ads like this.

One other thought is that most people prob don’t have the cellular version and thus they can’t use the SOS feature (this makes me want to upgrade to AW cellular, but I’ve always been wary of having a cellular signal basically strapped to my skin 24/7).
Hi Julesme. Here in the US (and probably elsewhere, too) even if you don't have a cellular plan set up, if you DO have a cellular-capable Apple Watch you can STILL call emergency services if you're in trouble. The same goes for phones too! It's the law — and a pretty great one, if you ask me 😊
Score: 9 Votes (Like | Disagree)
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