Apple improves its fitness service

In December 2020, Apple announced that cardio fitness notifications are available on Apple Watch.

With iOS 14.3 and watchOS 7.2, Apple Watch users can view their cardio fitness level in the Health app on iPhone. AS a result, users will receive a notification on Apple Watch if it falls within the low range. Breakthrough technology released in watchOS 7 allows Apple Watch to easily measure low cardio fitness. Today, cardio fitness notifications empower users to be more active for dramatic long-term health benefits.

Cardiorespiratory fitness, as measured by VO2 max, is the maximum amount of oxygen the body can use during exercise, and it can be increased through physical activity. Apple Watch already estimates average and higher levels of VO2 max during vigorous outdoor walks, runs, or hikes, which many runners and other athletes monitor to improve performance.

Now, with watchOS 7, Apple Watch uses multiple sensors, including the optical heart sensor, GPS, and the accelerometer, to estimate lower levels, too. This is significant because direct measurement of VO2 max typically requires a rigorous clinical test with specialized equipment that is not readily accessible to most people. watchOS 7 also allows Apple Watch to take cardio fitness measurements as users walk throughout the day, whether or not they are tracking a workout. With this innovation, Apple Watch is better able to measure VO2 max for users with low cardio fitness, who may not complete high-intensity workouts.

What is Apple Watch?

Based on Wikipedia (in English), Apple Watch is described as follows.

Apple Watch is a line of smartwatches produced by Apple Inc. It incorporates fitness tracking, health-oriented capabilities, and wireless telecommunication, and integrates with iOS and other Apple products and services.

What is cardiorespiratory fitness?

According to its homepage, World Health Organization (WHO) explains cardiorespiratory fitness in the following way.

Cardiorespiratory fitness represents an intermediate variable between physical activity behaviours and health outcomes that reflects the capacity of numerous bodily organs, such as the heart, lungs and muscles, to support energy production during physical activity and exercise. Although 30–50% of cardiorespiratory fitness is determined by genetics, habitual physical activity remains the primary means of improving fitness; which is therefore a proximal outcome of physical activity levels. From a public health perspective, cardiorespiratory fitness provides a robust measure, because of its low month-to-month variability within individuals. Cardiorespiratory fitness may provide a stable reflection of recent physical activity levels, similar to glycosylated haemoglobin, reflecting glucose control over a period of several months.

Services are the important factor in hardware sales

In 2020s, services become more important to sell hardware. For example, the electric vehicle giant, Tesla, often updates its products such as Model S and Model 3. As a result, consumers really enjoy these software updates. Therefore, manufacturers earn money not only by selling their products but also their services related to hardware. Tesla is one good example and Apple’s product are without exception. In addition to this, our health is one of the critical issues for our life. Thus, the announcement about Apple Watch makes us want to buy and use it more.

From marketing perspective, companies try to solve problems in our society. For instance, a lot of people think climate change that should be solved. In fact, many countries announce each of them wants to achieve carbon neutrality by 2050. This trend makes companies to manufacture their products by reducing greenhouse gas emissions.

Another example is our health. Our health is really important matter because we cannot enjoy our life and work hard without good health. Therefore, services to improve our health have strong demand in the market. However, we have to monitor the data related to our health continuously in order to improve it. Apple Watch matches this purpose very well and we can expect that this announcement boosts its sales. As we see another example in BOSCH, prevention is better than cure. Therefore, Apple Watch enables us to realize this quote.