Perhaps looking to attract new iPhone owners in the aftermath of Christmas, Apple this week updated its "Close Your Rings" marketing page for the Apple Watch, featuring four more stories of how people use the Activity app.
One comes from Haley, a swimmer on the U.S. National Team, who says she likes competing with others, and that she tries to double her Move and Exercise rings every day. A second athlete, Lucy, is described as the world's best junior golfer, using her Watch during tournaments to figure out what she needs to improve. She also uses the Activity app for conditioning and swimming with friends.
The other two examples come from an orchestra conductor, Jason, and a yoga instructor, Natsumi. Both suggest that the Watch helps them live overall healthier lives.
When Apple first launched the Watch in 2015 its marketing was broader, positioning the product as a general-purpose wearable and a fashion accessory. Since then its focus has increasingly turned towards health and fitness, pitting Apple in direct competition with the likes of Fitbit and Garmin.
The Apple Watch Series 4 even includes electrocardiogram technology, which was finally enabled with last month's watchOS 5.1.2 update. U.S. owners can load the ECG app to check for atrial fibrillation, a potential warning sign of a stroke.