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Apple shows off durability of Apple Watch in new 'Hard Knocks' ad

The Apple Watch Series 7's toughness is celebrated in a new Apple video showing the countless times it has to cope with "hard knocks."

Apple has debuted a new 98-second ad for Apple Watch on YouTube, showing it shoved, slammed, dunked in water, and dropped in a toilet.

Set to Jack White's "Power of My Love" track, the video shows Apple Watches getting treated badly in ways that range from familiar, through funny, and on to wince-inducing.

The Apple Watch Series 7 Hard Knocks video concludes with the claim that this is "the most durable Apple Watch ever." Separately, recurring rumors about future Apple Watches now claim that the forthcoming Apple Watch Series 8 will feature a rugged and toughened version.