Apple Promotes Durability of Apple Watch Series 7 in New 'Hard Knocks' Ad

Apple today released a new ad for Apple Watch Series 7 highlighting the device's durability when exposed to various wearing conditions.


In the ad titled "Hard Knocks," a number of scenarios are played out involving people either intentionally or accidentally exposing their Apple Watch to various weather conditions, liquids, and physical impacts.

Some examples include someone diving into a pool from a height, someone running for a bus and getting their wrist caught in the door, and a person falling while ice skating.

"The most durable Apple Watch ever," reads the tagline of the ad, which runs for 1 minute and 38 seconds, and features music by Jack White, "Power of My Love."

According to Bloomberg, Apple is working on a version of the Apple Watch "with a rugged casing" that's aimed at athletes, hikers, and others who use the watch in more extreme conditions than day to day wear. It will feature the same functionality as a standard Apple Watch, but with improved impact resistance and protection. Apple is expected to launch the rugged Apple Watch in 2022.

Related Roundup: Apple Watch Series 9
Buyer's Guide: Apple Watch (Neutral)

Top Rated Comments

JosephAW Avatar
23 months ago
Most smart watches would survive all those scenarios.
Only a few can survive more than two days if you accidentally forget to charge it. :rolleyes:
Score: 27 Votes (Like | Disagree)
AppleUser2 Avatar
23 months ago
Ok but they scratch pretty easy - so that’s the risk. Cracking less so but this advert seems to suggest you can be super care free, which you can’t.
Score: 25 Votes (Like | Disagree)
macman01101 Avatar
23 months ago
They gotta be joking. I baby my watch and it has tons of visible micro-scratches
Score: 25 Votes (Like | Disagree)
mnsportsgeek Avatar
23 months ago
These ads are such BS because when you break your watch playing tennis or soccer we all know they aren’t covering that under warranty.
Score: 22 Votes (Like | Disagree)
HacKage Avatar
23 months ago
My sapphire & titanium Garmin Fenix has been bashed off rocks, dropped, thrown, completely abused and apart from some light superficial scratches to the bezel (absolutely nothing on the face), it works exactly as it should.

No Apple watch can compete with that. The fact that they are proud to advertise a soft and bouncy tennis ball hitting the watch as a "hard knock" says it all.
Score: 19 Votes (Like | Disagree)
e-coli Avatar
23 months ago
They’re going after Garmin, apparently. I have an Apple Watch and a Garmin watch, and I use them for very different things. I use my Apple Watch for gym-related activities and hiking. But it’s horrendous for running and cycling, which is where the Garmin watch shines. Most of that has to do with the terrible way in which Apple’s GPS parsing algorithm works by applying path smoothing. It’s essentially useless for any distance-precision activity. And the lack of physical buttons is also a huge drawback.

I wish Apple would fix the algorithm in running and cycling activities, and allow the Digital Crown to be function-programmed.
Score: 15 Votes (Like | Disagree)

Popular Stories

reset password request iphone

Warning: Apple Users Targeted in Phishing Attack Involving Rapid Password Reset Requests

Tuesday March 26, 2024 4:34 pm PDT by
Phishing attacks taking advantage of Apple's password reset feature have become increasingly common, according to a report from KrebsOnSecurity. Multiple Apple users have been targeted in an attack that bombards them with an endless stream of notifications or multi-factor authentication (MFA) messages in an attempt to cause panic so they'll respond favorably to social engineering. An...
iPhone Home Screen Gradient Blank Spaces 1

Sources: iOS 18 Lets Apps Be Placed Anywhere on Home Screen Grid

Sunday March 24, 2024 1:33 pm PDT by
iOS 18 will give iPhone users greater control over Home Screen app icon arrangement, according to sources familiar with the matter. While app icons will likely remain locked to an invisible grid system on the Home Screen, to ensure there is some uniformity, our sources say that users will be able to arrange icons more freely on iOS 18. For example, we expect that the update will introduce...
maxresdefault

Apple Announces WWDC 2024 Event for June 10 to 14

Tuesday March 26, 2024 10:02 am PDT by
Apple today announced that its 35th annual Worldwide Developers Conference is set to take place from Monday, June 10 to Friday, June 14. As with WWDC events since 2020, WWDC 2024 will be an online event that is open to all developers at no cost. Subscribe to the MacRumors YouTube channel for more videos. WWDC 2024 will include online sessions and labs so that developers can learn about new...
iPad Pro 2024 Landscape Camera Feature

New iPad Pro Again Rumored to Feature Landscape Front-Facing Camera

Monday March 25, 2024 5:43 am PDT by
The next-generation iPad Pro will feature a landscape-oriented front-facing camera for the first time, according to the Apple leaker known as "Instant Digital." Instant Digital reiterated the design change earlier today on Weibo with a simple accompanying 2D image. The post reveals that the entire TrueDepth camera array will move to the right side of the device, while the microphone will...
apple maps 3d feature

Apple Maps May Gain Custom Routes With iOS 18

Tuesday March 26, 2024 3:10 pm PDT by
Apple may be planning to add support for "custom routes" in Apple Maps in iOS 18, according to code reviewed by MacRumors. Apple Maps does not currently offer a way to input self-selected routes, with Maps users limited to Apple's pre-selected options, but that may change in iOS 18. Apple has pushed an iOS 18 file to its maps backend labeled "CustomRouteCreation." While not much is revealed...
sonoma desktop wwdc

Apple Releases macOS Sonoma 14.4.1 With Fix for USB Hub Bug

Monday March 25, 2024 10:10 am PDT by
Apple today released macOS Sonoma 14.4.1, a minor update for the macOS Sonoma operating system that launched last September. macOS Sonoma 14.4.1 comes three weeks after macOS Sonoma 14.4. The ‌‌‌‌macOS Sonoma‌‌ 14.4‌.1 update can be downloaded for free on all eligible Macs using the Software Update section of System Settings. There's also a macOS 13.6.6 release for those who...
Generic iOS 18 Feature Purple

iOS 18 Will Finally Bring This Android Feature to iPhone

Monday March 25, 2024 6:42 am PDT by
iOS 18 will allow iPhone users to place app icons anywhere on the Home Screen grid, according to sources familiar with development of the software update. This basic feature has long been available on Android smartphones. While app icons will likely remain locked to an invisible grid system on the Home Screen, our sources said that users will be able to arrange icons more freely on iOS 18....
Generic iOS 18 Feature Purple

iOS 18: What to Expect From 'Biggest' Update in iPhone's History

Wednesday March 27, 2024 11:10 am PDT by
At least some Apple software engineers continue to believe that iOS 18 will be the "biggest" update in the iPhone's history, according to Bloomberg's Mark Gurman. Below, we recap rumored features and changes for the iPhone. "The iOS 18 update is expected to be the most ambitious overhaul of the iPhone's software in its history, according to people working on the upgrade," wrote Gurman, in a r...