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Apple is known for being a particularly good marketer and being able to sell everything at a premium price. However, some of the ads released by the company are supposed to not only highlight the company’s marketing skills, but also promote features that many people didn’t know existed.
Photo: Bogdan Popa/autoevolution/Apple
Living Proof is the latest iPhone 15 ad that introduces a feature called “Check-in.”
I won’t give away any spoilers or spoil the fun of watching the 38-second ad, but I can’t help but applaud the father’s performance. This perfectly highlights the father’s feelings as the teenage driver sets out on his first solo trip, truly believing that you can’t feel the pain until you experience it for yourself.
Acting aside, very few people know what a “check-in” is.
This feature launched with the release of iOS 17 in fall 2023, allowing you to automatically notify your contacts when your iPhone arrives at a set destination. This is a great way to automatically send a message to your loved ones when you safely arrive at home or work, with details such as your travel route.
Check-in works through an integrated messaging app, so no third-party software is required for location sharing and automatic notifications. To set up a “Check-in,” you need to 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. An on-screen wizard will guide you through the rest of the process.
‘Check In’ was released as part of Apple’s suite of features aimed at drivers, alongside other tools such as collision detection.
Crash Detection, also available on Apple Watch, uses your device’s sensors to determine if you’ve been involved in an accident and automatically calls 911 and notifies your emergency contacts. Crash Detection displays a notification on the screen when it detects a potential crash. If there’s no response, the device dials an emergency number and provides first responders with information about the accident, location, and medical data (if you previously provided all details on your iPhone).
2024 is expected to be a big year for Apple from an automotive perspective. The first cars equipped with the new generation of his CarPlay experience are expected to go on sale in the coming months, with Porsche and Aston Martin confirming adoption of the updated software. Several other automakers, including Ford and Honda, are likely to follow in their footsteps and introduce CarPlay 2.0 in their cars.
Apple has also been working around the clock on its own vehicle, but the project has reportedly hit several roadblocks and won’t see the light of day until 2026 at the earliest. Apple has not previously confirmed any work on the car project.
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