September 13th, 2023

Apple, maybe more than any other company, has mastered the art of telling stories about how its products affect people's lives. It's become an essential part of the way it launches new products.

One of its favorite genres--if you will--involves the stories of how the Apple Watch has saved someone's life. Tim Cook has talked about how the company gets letters from people who were wearing an Apple Watch that notified them of an irregular heartbeat, for example.

On Tuesday, during its iPhone 15 launch, the company started the event with a four-minute film called "Another Birthday" directed by Goh Iromoto. The film features eight people, including a mother and her unborn daughter, who celebrated another birthday because their lives were saved by a feature on an Apple device.