Apple: Life-saving iPhone function remains free - and is likely to pose a difficult marketing question for Apple

As a smartphone manufacturer, Apple has to contend with the strong innovative variation and generally high level of development of smartphones - and thus also the difficulty of creating new features. With the iPhone 14, Apple introduced a function that can save the lives of people on boat trips or on hikes away from civilization in an emergency - namely the possibility of calling for help via satellite away from mobile phone networks. Before Apple introduced the feature, this required the use of special communication devices and, as a rule, an active subscription. Garmin, for example, charges end customers double-digit amounts per month for such a subscription. A corresponding inReach communication module must also be purchased.

Apple has now announced that it is extending the Emergency SOS function for another year. According to the terms and conditions, the free trial period will be extended for iPhone 14 users who activated their device in a country that supported the function before November 15, 2023. There is no type of geofencing, so help can be requested in the French Alps or international waters, for example.

The question of pricing after the now extended test period has ended is likely to be quite interesting for Apple. In our opinion, if the price is too high, PR problems could arise - Apple advertises stories of people who were saved by SOS features. The removal of the feature, with the possible resulting deaths, is likely to be even more problematic from a PR perspective.