Tuesday, 1 December 2020

Apple’s MagSafe Duo charger is now available

Back in October Apple announced the MagSafe Duo, a folding travel charger capable of charging both the iPhone and either an Apple Watch or AirPods simultaneously/wirelessly. In an unusual move, the company didn’t specify exactly when it’d start shipping — or even when it’d go up for sale. Some rumors suggested late December, while others were uncertain it would even make it out before the end of the year. When was this thing actually going to be released?

The answer, it seems, is today. The MagSafe Duo just appeared on Apple’s own store and, with delivery estimates as soon as this week, it looks like they’re shipping them immediately.

TechCrunch Editor-In-Chief Matthew Panzarino gave the charger a spin a few weeks ago, calling it “useful, but expensive and underwhelming” while noting that it feels like something that should cost around $70 rather than $129.

 



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WaveOne aims to make video AI-native and turn streaming upside down

Video has worked the same way for a long, long time. And because of its unique qualities, video has been largely immune to the machine learning explosion upending industry after industry. WaveOne hopes to change that by taking the decades-old paradigm of video codecs and making them AI-powered — while somehow avoiding the pitfalls that would-be codec revolutionizers and “AI-powered” startups often fall into.

The startup has until recently limited itself to showing its results in papers and presentations, but with a recently raised $6.5M seed round, they are ready to move towards testing and deploying their actual product. It’s no niche: video compression may seem a bit in the weeds to some, but there’s no doubt it’s become one of the most important processes of the modern internet.

Here’s how it’s worked pretty much since the old days when digital video first became possible. Developers create a standard algorithm for compressing and decompressing video, a codec, which can easily be distributed and run on common computing platforms. This is stuff like MPEG-2, H.264, and that sort of thing. The hard work of compressing a video can be done by content providers and servers, while the comparatively lighter work of decompressing is done on the end user’s machines.

This approach is quite effective, and improvements to codecs (which allow more efficient compression) have led to the possibility of sites like YouTube. If videos were 10 times bigger, YouTube would never have been able to launch when it did. The other major change was beginning to rely on hardware acceleration of said codecs — your computer or GPU might have an actual chip in it with the codec baked in, ready to perform decompression tasks with far greater speed than an ordinary general-purpose CPU in a phone. Just one problem: when you get a new codec, you need new hardware.

But consider this: many new phones ship with a chip designed for running machine learning models, which like codecs can be accelerated, but unlike them the hardware is not bespoke for the model. So why aren’t we using this ML-optimized chip for video? Well, that’s exactly what WaveOne intends to do.

I should say that I initially spoke with WaveOne’s cofounders, CEO Lubomir Bourdev and CTO Oren Rippel, from a position of significant skepticism despite their impressive backgrounds. We’ve seen codec companies come and go, but the tech industry has coalesced around a handful of formats and standards that are revised in a painfully slow fashion. H.265, for instance, was introduced in 2013, but years afterwards its predecessor, H.264, was only beginning to achieve ubiquity. It’s more like the 3G, 4G, 5G system than version 7, version 7.1, etc. So smaller options, even superior ones that are free and open source, tend to get ground beneath the wheels of the industry-spanning standards.

This track record for codecs, plus the fact that startups like to describe practically everything is “AI-powered,” had me expecting something at best misguided, at worst scammy. But I was more than pleasantly surprised: In fact WaveOne is the kind of thing that seems obvious in retrospect and appears to have a first-mover advantage.

The first thing Rippel and Bourdev made clear was that AI actually has a role to play here. While codecs like H.265 aren’t dumb — they’re very advanced in many ways — they aren’t exactly smart, either. They can tell where to put more bits into encoding color or detail in a general sense, but they can’t, for instance, tell where there’s a face in the shot that should be getting extra love, or a sign or trees that can be done in a special way to save time.

But face and scene detection are practically solved problems in computer vision. Why shouldn’t a video codec understand that there is a face, then dedicate a proportionate amount of resources to it? It’s a perfectly good question. The answer is that the codecs aren’t flexible enough. They don’t take that kind of input. Maybe they will in H.266, whenever that comes out, and a couple years later it’ll be supported on high-end devices.

So how would you do it now? Well, by writing a video compression and decompression algorithm that runs on AI accelerators many phones and computers have or will have very soon, and integrating scene and object detection in it from the get-go. Like Krisp.ai understanding what a voice is and isolating it without hyper-complex spectrum analysis, AI can make determinations like that with visual data incredibly fast and pass that on to the actual video compression part.

Image Credits: WaveOne

Variable and intelligent allocation of data means the compression process can be very efficient without sacrificing image quality. WaveOne claims to reduce the size of files by as much as half, with better gains in more complex scenes. When you’re serving videos hundreds of millions of times (or to a million people at once), even fractions of a percent add up, let alone gains of this size. Bandwidth doesn’t cost as much as it used to, but it still isn’t free.

Understanding the image (or being told) also lets the codec see what kind of content it is; a video call should prioritize faces if possible, of course, but a game streamer may want to prioritize small details, while animation requires yet another approach to minimize artifacts in its large single-color regions. This can all be done on the fly with an AI-powered compression scheme.

There are implications beyond consumer tech as well: A self-driving car, sending video between components or to a central server, could save time and improve video quality by focusing on what the autonomous system designates important — vehicles, pedestrians, animals — and not wasting time and bits on a featureless sky, trees in the distance, and so on.

Content-aware encoding and decoding is probably the most versatile and easy to grasp advantage WaveOne claims to offer, but Bourdev also noted that the method is much more resistant to disruption from bandwidth issues. It’s one of the other failings of traditional video codecs that missing a few bits can throw off the whole operation — that’s why you get frozen frames and glitches. But ML-based decoding can easily make a “best guess” based on whatever bits it has, so when your bandwidth is suddenly restricted you don’t freeze, just get a bit less detailed for the duration.

Example of different codecs compressing the same frame.

These benefits sound great, but as before the question is not “can we improve on the status quo?” (obviously we can) but “can we scale those improvements?”

“The road is littered with failed attempts to create cool new codecs,” admitted Bourdev. “Part of the reason for that is hardware acceleration; even if you came up with the best codec in the world, good luck if you don’t have a hardware accelerator that runs it. You don’t just need better algorithms, you need to be able to run them in a scalable way across a large variety of devices, on the edge and in the cloud.”

That’s why the special AI cores on the latest generation of devices is so important. This is hardware acceleration that can be adapted in milliseconds to a new purpose. And WaveOne happens to have been working for years on video-focused machine learning that will run on those cores, doing the work that H.26X accelerators have been doing for years, but faster and with far more flexibility.

Of course, there’s still the question of “standards.” Is it very likely that anyone is going to sign on to a single company’s proprietary video compression methods? Well, someone’s got to do it! After all, standards don’t come etched on stone tablets. And as Bourdev and Rippel explained, they actually are using standards — just not the way we’ve come to think of them.

Before, a “standard” in video meant adhering to a rigidly defined software method so that your app or device could work with standards-compatible video efficiently and correctly. But that’s not the only kind of standard. Instead of being a soup-to-nuts method, WaveOne is an implementation that adheres to standards on the ML and deployment side.

They’re building the platform to be compatible with all the major ML distribution and development publishers like TensorFlow, ONNX, Apple’s CoreML, and others. Meanwhile the models actually developed for encoding and decoding video will run just like any other accelerated software on edge or cloud devices: deploy it on AWS or Azure, run it locally with ARM or Intel compute modules, and so on.

It feels like WaveOne may be onto something that ticks all the boxes of a major b2b event: it invisibly improves things for customers, runs on existing or upcoming hardware without modification, saves costs immediately (potentially, anyhow) but can be invested in to add value.

Perhaps that’s why they managed to attract such a large seed round: $6.5 million, led by Khosla Ventures, with $1M each from Vela Partners and Incubate Fund, plus $650K from Omega Venture Partners and $350K from Blue Ivy.

Right now WaveOne is sort of in a pre-alpha stage, having demonstrated the technology satisfactorily but not built a full-scale product. The seed round, Rippel said, was to de-risk the technology, and while there’s still lots of R&D yet to be done, they’ve proven that the core offering works — building the infrastructure and API layers comes next and amounts to a totally different phase for the company. Even so, he said, they hope to get testing done and line up a few customers before they raise more money.

The future of the video industry may not look a lot like the last couple decades, and that could be a very good thing. No doubt we’ll be hearing more from WaveOne as it migrates from lab to product.



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Google Maps takes on Facebook with launch of its own news feed

People are getting frustrated that Stories are everywhere now, but Google Maps is keeping it old school. Instead of adding tiny circles to the top of the app’s screen, Google Maps is introducing its own news feed. Technically, Google calls its new feature the “Community Feed,” as it includes posts from a local area. However, it’s organized as any other news feed would be — a vertically scrollable feed with posts you can “Like” by tapping on a little thumbs up icon.

The feed, which is found with the Explore tab of the Google Maps app, is designed to make it easier to find the most recent news, updates, and recommendations from trusted local sources. This includes posts business owners create using Google My Business to alert customers to new deals, menu updates, and other offers. At launch, Google says the focus will be on highlighting posts from food and drink businesses.

For years, businesses have been able to make these sorts of posts using Google’s tools. But previously, users would have to specifically tap to follow the business’s profile in order to receive their updates.

Now, these same sort of posts will be surfaced to even those Google Maps users who didn’t take the additional step of following a particular business. This increased exposure has impacted the posts’ views, Google says. In early tests of Community Feed ahead of its public launch, Google found that businesses’ posts saw more than double the number of views than before the feed existed.

Image Credits: Google

In addition to posts from businesses, the new Community Feed will feature content posted by Google users you follow as well as recent reviews from Google’s Local Guides — the volunteer program where users share their knowledge about local places in order to earn perks, such as profile badges, early access to Google features, and more. Select publishers will participate in the Community Feed, too, including The Infatuation and other news sources from Google News, when relevant.

Much of the information found in the Community Feed was available elsewhere in Google Maps before today’s launch.

For example, the Google Maps’ Updates tab offered a similar feed that included businesses’ posts along with news, recommendations, stories, and other features designed to encourage discovery. Meanwhile, the Explore tab grouped businesses into thematic groupings (e.g. outdoor dining venues, cocktail bars, etc.) at the top of the screen, then allowed users to browse other lists and view area photos.

With the update, those groups of businesses by category will still sit at the top of the screen, but the rest of the tab is dedicated to the scrollable feed. This gives the tab a more distinct feel than it had before. It could even position Google to venture into video posts in the future, given the current popularity of TikTok-style  short-form video feeds that have now cloned by Instagram and Snapchat.

Image Credits: Google

Today, it’s a more standard feed, however. As you scroll down, you can tap “Like” on those posts you find interesting to help better inform your future recommendations. You can also tap “Follow” on businesses you want to hear more from, which will send their alerts to your Updates tab, as well. Thankfully, there aren’t comments.

Google hopes the change will encourage users to visit the app more often in order to find out what’s happening in their area — whether that’s a new post from a business or a review from another user detailing some fun local activity, like a day trip or new hiking spot, for example.

The feature can be used when traveling or researching other areas, too, as the “Community Feed” you see is designated not based on where you live or your current location, but rather where you’re looking on the map.

The feed is the latest in what’s been a series of updates designed to make Google Maps more of a Facebook rival. Over the past few years, Google Maps has added features that allowed users to follow businesses, much like Facebook does, as well as message those businesses directly in the app, similar to Messenger. Businesses, meanwhile, have been able to set up their own profile in Google Maps, where they could add a logo, cover photo, and pick short name — also a lot like Facebook Pages offer today.

With the launch of a news feed-style feature, Google’s attempt to copy Facebook is even more obvious.

Google says the feature is rolling out globally on Google Maps for iOS and Android.

 

 



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Google launches Android Enterprise Essentials, a mobile device management service for small businesses

Google today introduced a new mobile management and security solution, Android Enterprise Essentials, which, despite its name, is actually aimed at small to medium-sized businesses. The company explains this solution leverages Google’s experience in building Android Enterprise device management and security tools for larger organizations in order to come up with a simpler solution for those businesses with smaller budgets.

The new service includes the basics in mobile device management, with features that allow smaller businesses to require their employees to use a lock screen and encryption to protect company data. It also prevents users from installing apps outside the Google Play Store via the Google Play Protect service, and allows businesses to remotely wipe all the company data from phones that are lost or stolen.

As Google explains, smaller companies often handle customer data on mobile devices, but many of today’s remote device management solutions are too complex for small business owners, and are often complicated to get up-and-running.

Android Enterprise Essentials attempts to make the overall setup process easier by eliminating the need to manually activate each device. And because the security policies are applied remotely, there’s nothing the employees themselves have to configure on their own phones. Instead, businesses that want to use the new solution will just buy Android devices from a reseller to hand out or ship to employees with policies already in place.

Though primarily aimed at smaller companies, Google notes the solution may work for select larger organizations that want to extend some basic protections to devices that don’t require more advanced management solutions. The new service can also help companies get started with securing their mobile device inventory, before they move up to more sophisticated solutions over time, including those from third-party vendors.

The company has been working to better position Android devices for use in workplace over the past several years, with programs like Android for Work, Android Enterprise Recommended, partnerships focused on ridding the Play Store of malware, advanced device protections for high-risk users, endpoint management solutions, and more.

Google says it will roll out Android Enterprise Essentials initially with distributors Synnex in the U.S. and Tech Data in the U.K. In the future, it will make the service available through additional resellers as it takes the solution global in early 2021. Google will also host an online launch event and demo in January for interested customers.



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Monday, 30 November 2020

AWS brings the Mac mini to its cloud

AWS today opened its re:Invent conference with a surprise announcement: the company is bringing the Mac mini to its cloud. These new EC2 Mac instances, as AWS calls them, are now available in preview. They won’t come cheap, though.

The target audience here — and the only one AWS is targeting for now — is developers who want cloud-based build and testing environments for their Mac and iOS apps. But it’s worth noting that with remote access, you get a fully-featured Mac mini in the cloud, and I’m sure developers will find all kinds of other use cases for this as well.

Given the recent launch of the M1 Mac minis, it’s worth pointing out that the hardware AWS is using — at least for the time being — are i7 machines with six physical and 12 logical cores and 32 GB of memory. Using the Mac’s built-in networking options, AWS connects them to its Nitro System for fast network and storage access. This means you’ll also be able to attach AWS block storage to these instances, for example.

Unsurprisingly, the AWS team is also working on bringing Apple’s new M1 Mac minis into its data centers. The current plan is to roll this out “early next year,” AWS tells me, and definitely within the first half of 2021. Both AWS and Apple believe that the need for Intel-powered machines won’t go away anytime soon, though, especially given that a lot of developers will want to continue to run their tests on Intel machines for the foreseeable future.

David Brown, AWS’s vice president of EC2, tells me that these are completely unmodified Mac minis. AWS only turned off Wi-Fi and Bluetooth. It helps, Brown said, that the minis fit nicely into a 1U rack.

“You can’t really stack them on shelves — you want to put them in some sort of service sled [and] it fits very well into a service sled and then our cards and all the various things we have to worry about, from an integration point of view, fit around it and just plug into the Mac mini through the ports that it provides,” Brown explained. He admitted that this was obviously a new challenge for AWS. The only way to offer this kind of service is to use Apple’s hardware, after all.

Image Credits: AWS

It’s also worth noting that AWS is not virtualizing the hardware. What you’re getting here is full access to your own device that you’re not sharing with anybody else. “We wanted to make sure that we support the Mac Mini that you would get if you went to the Apple store and you bought a Mac mini,” Brown said.

Unlike with other EC2 instances, whenever you spin up a new Mac instance, you have to pre-pay for the first 24 hours to get started. After those first 24 hours, prices are by the second, just like with any other instance type AWS offers today.

AWS will charge $1.083 per hour, billed by the second. That’s just under $26 to spin up a machine and run it for 24 hours. That’s quite a lot more than what some of the small Mac mini cloud providers are charging (we’re generally talking about $60 or less per month for their entry-level offerings and around two to three times as much for a comparable i7 machine with 32GB of RAM).

Image Credits: Ron Miller/TechCrunch

Until now, Mac mini hosting was a small niche in the hosting market, though it has its fair number of players, with the likes of MacStadium, MacinCloud, MacWeb and Mac Mini Vault vying for their share of the market.

With this new offering from AWS, they are now facing a formidable competitor, though they can still compete on price. AWS, however, argues that it can give developers access to all of the additional cloud services in its portfolio, which sets it apart from all of the smaller players.

“The speed that things happen at [other Mac mini cloud providers] and the granularity that you can use those services at is not as fine as you get with a large cloud provider like AWS,” Brown said. “So if you want to launch a machine, it takes a few days to provision and somebody puts a machine in a rack for you and gives you an IP address to get to it and you manage the OS. And normally, you’re paying for at least a month — or a longer period of time to get a discount. What we’ve done is you can literally launch these machines in minutes and have a working machine available to you. If you decide you want 100 of them, 500 of them, you just ask us for that and we’ll make them available. The other thing is the ecosystem. All those other 200-plus AWS services that you’re now able to utilize together with the Mac mini is the other big difference.”

Brown also stressed that Amazon makes it easy for developers to use different machine images, with the company currently offering images for macOS Mojave and Catalina, with Big Sure support coming “at some point in the future.” And developers can obviously create their own images with all of the software they need so they can reuse them whenever they spin up a new machine.

“Pretty much every one of our customers today has some need to support an Apple product and the Apple ecosystem, whether it’s iPhone, iPad or  Apple TV, whatever it might be. They’re looking for that bold use case,” Brown said. “And so the problem we’ve really been focused on solving is customers that say, ‘hey, I’ve moved all my server-side workloads to AWS, I’d love to be able to move some of these build workflows, because I still have some Mac minis in a data center or in my office that I have to maintain. I’d love that just to be on AWS.’ ”

AWS’s marquee launch customers for the new service are Intuit, Ring and mobile camera app FiLMiC.

“EC2 Mac instances, with their familiar EC2 interfaces and APIs, have enabled us to seamlessly migrate our existing iOS and macOS build-and-test pipelines to AWS, further improving developer productivity,” said Pratik Wadher, vice president of Product Development at Intuit. “We‘re experiencing up to 30% better performance over our data center infrastructure, thanks to elastic capacity expansion, and a high availability setup leveraging multiple zones. We’re now running around 80% of our production builds on EC2 Mac instances, and are excited to see what the future holds for AWS innovation in this space.”

The new Mac instances are now available in a number of AWS regions. These include US East (N. Virginia), US East (Ohio), US West (Oregon), Europe (Ireland) and Asia Pacific (Singapore), with other regions to follow soon.



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AWS brings the Mac mini to its cloud

AWS today opened its re:Invent conference with a surprise announcement: the company is bringing the Mac mini to its cloud. These new EC2 Mac instances, as AWS calls them, are now available in preview. They won’t come cheap, though.

The target audience here — and the only one AWS is targeting for now — is developers who want cloud-based build and testing environments for their Mac and iOS apps. But it’s worth noting that with remote access, you get a fully-featured Mac mini in the cloud, and I’m sure developers will find all kinds of other use cases for this as well.

Given the recent launch of the M1 Mac minis, it’s worth pointing out that the hardware AWS is using — at least for the time being — are i7 machines with six physical and 12 logical cores and 32 GB of memory. Using the Mac’s built-in networking options, AWS connects them to its Nitro System for fast network and storage access. This means you’ll also be able to attach AWS block storage to these instances, for example.

Unsurprisingly, the AWS team is also working on bringing Apple’s new M1 Mac minis into its data centers. The current plan is to roll this out “early next year,” AWS tells me, and definitely within the first half of 2021. Both AWS and Apple believe that the need for Intel-powered machines won’t go away anytime soon, though, especially given that a lot of developers will want to continue to run their tests on Intel machines for the foreseeable future.

David Brown, AWS’s vice president of EC2, tells me that these are completely unmodified Mac minis. AWS only turned off Wi-Fi and Bluetooth. It helps, Brown said, that the minis fit nicely into a 1U rack.

“You can’t really stack them on shelves — you want to put them in some sort of service sled [and] it fits very well into a service sled and then our cards and all the various things we have to worry about, from an integration point of view, fit around it and just plug into the Mac mini through the ports that it provides,” Brown explained. He admitted that this was obviously a new challenge for AWS. The only way to offer this kind of service is to use Apple’s hardware, after all.

Image Credits: AWS

It’s also worth noting that AWS is not virtualizing the hardware. What you’re getting here is full access to your own device that you’re not sharing with anybody else. “We wanted to make sure that we support the Mac Mini that you would get if you went to the Apple store and you bought a Mac mini,” Brown said.

Unlike with other EC2 instances, whenever you spin up a new Mac instance, you have to pre-pay for the first 24 hours to get started. After those first 24 hours, prices are by the second, just like with any other instance type AWS offers today.

AWS will charge $1.083 per hour, billed by the second. That’s just under $26 to spin up a machine and run it for 24 hours. That’s quite a lot more than what some of the small Mac mini cloud providers are charging (we’re generally talking about $60 or less per month for their entry-level offerings and around two to three times as much for a comparable i7 machine with 32GB of RAM).

Image Credits: Ron Miller/TechCrunch

Until now, Mac mini hosting was a small niche in the hosting market, though it has its fair number of players, with the likes of MacStadium, MacinCloud, MacWeb and Mac Mini Vault vying for their share of the market.

With this new offering from AWS, they are now facing a formidable competitor, though they can still compete on price. AWS, however, argues that it can give developers access to all of the additional cloud services in its portfolio, which sets it apart from all of the smaller players.

“The speed that things happen at [other Mac mini cloud providers] and the granularity that you can use those services at is not as fine as you get with a large cloud provider like AWS,” Brown said. “So if you want to launch a machine, it takes a few days to provision and somebody puts a machine in a rack for you and gives you an IP address to get to it and you manage the OS. And normally, you’re paying for at least a month — or a longer period of time to get a discount. What we’ve done is you can literally launch these machines in minutes and have a working machine available to you. If you decide you want 100 of them, 500 of them, you just ask us for that and we’ll make them available. The other thing is the ecosystem. All those other 200-plus AWS services that you’re now able to utilize together with the Mac mini is the other big difference.”

Brown also stressed that Amazon makes it easy for developers to use different machine images, with the company currently offering images for macOS Mojave and Catalina, with Big Sure support coming “at some point in the future.” And developers can obviously create their own images with all of the software they need so they can reuse them whenever they spin up a new machine.

“Pretty much every one of our customers today has some need to support an Apple product and the Apple ecosystem, whether it’s iPhone, iPad or  Apple TV, whatever it might be. They’re looking for that bold use case,” Brown said. “And so the problem we’ve really been focused on solving is customers that say, ‘hey, I’ve moved all my server-side workloads to AWS, I’d love to be able to move some of these build workflows, because I still have some Mac minis in a data center or in my office that I have to maintain. I’d love that just to be on AWS.’ ”

AWS’s marquee launch customers for the new service are Intuit, Ring and mobile camera app FiLMiC.

“EC2 Mac instances, with their familiar EC2 interfaces and APIs, have enabled us to seamlessly migrate our existing iOS and macOS build-and-test pipelines to AWS, further improving developer productivity,” said Pratik Wadher, vice president of Product Development at Intuit. “We‘re experiencing up to 30% better performance over our data center infrastructure, thanks to elastic capacity expansion, and a high availability setup leveraging multiple zones. We’re now running around 80% of our production builds on EC2 Mac instances, and are excited to see what the future holds for AWS innovation in this space.”

The new Mac instances are now available in a number of AWS regions. These include US East (N. Virginia), US East (Ohio), US West (Oregon), Europe (Ireland) and Asia Pacific (Singapore), with other regions to follow soon.



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A tween tries Apple’s new ‘Family Setup’ system for Apple Watch

With the release of watchOS 7, Apple at last turned the Apple Watch into the GPS-based kid tracker parents have wanted, albeit at a price point that requires careful consideration. As someone in the target demographic for such a device — a parent of a “tween” who’s allowed to freely roam the neighborhood (but not without some sort of communication device) — I put the new Family Setup system for the Apple Watch through its paces over the past couple of months.

The result? To be frank, I’m conflicted as to whether I’d recommend the Apple Watch to a fellow parent, as opposed to just suggesting that it’s time to get the child a phone.

This has to do, in part, with the advantages offered by a dedicated family tracking solution — like Life360, for example — as well as how a child may respond to the Apple Watch itself, and the quirks of using a solution that wasn’t initially designed with the needs of family tracking in mind.

As a parent of a busy and active tween (nearly 11), I can see the initial appeal of an Apple Watch as a family tracker. It has everything you need for that purpose: GPS tracking, the ability to call and text, alerts, and access to emergency assistance. It’s easy to keep up with, theoretically, and it’s not as pricey as a new iPhone. (The new Apple Watch SE cellular models start at $329. The feature also works on older Apple Watch Series 4 or later models with cellular. Adding on the Apple Watch to your phone plan is usually around $10 per month more.)

I think the Apple Watch as a kid tracker mainly appeals to a specific type of parent: one who’s worried about the dangers of giving a younger child a phone and thereby giving them access to the world of addictive apps and the wider internet. I understand that concern, but I personally disagree with the idea that you should wait until a child is “older,” then hand them a phone and say “ok, good luck with that!” They need a transition period and the “tween” age range is an ideal time frame to get started.

The reality is that smartphones and technology are unavoidable. As a parent, I believe it’s my job to introduce these things in small measures — with parental controls and screen time limits, for example. And then I need to monitor their usage. I may make mistakes and so will my daughter, but we both need these extra years to figure out how to balance parenting and the use of digital tools. With a phone, I know I will have to have the hard conversations about the problems we run into. I understand, too, why parents want to put that off, and just buy a watch instead.

Image Credits: TechCrunch

After my experience, I feel the only cases where I’d fully endorse the Apple Watch would be for those tech-free or tech-light families where kids will not be given phones at any point, households where kids’ phone usage is highly restricted (like those with Wi-Fi only phones), or those where kids don’t get phones until their later teenage years. I am not here to convince them of my alternative, perhaps more progressive view on when to give a kid a phone. The Apple Watch may make sense for these families and that’s their prerogative.

However, a number of people may be wondering if the Apple Watch can be a temporary solution for perhaps a year or two before they buy the child a smartphone. To them, I have to say this feels like an expensive way to delay the inevitable, unavoidable task of having to parent your child through the digital age.

Given my position on the matter, my one big caveat to this review is that my daughter does, in fact, have a smartphone. Also, let’s be clear: this is not meant to be a thorough review of the Apple Watch itself, or a detailed report of its various “tech specs”. It’s a subjective report as to how things went for us that, hopefully, you can learn from.

Image Credits: Apple

To begin, the process of configuring the new Apple Watch with Family Setup was easy. “Set Up for a Family Member” is one of two setup options to tap on as you get started. Apple offers a simple user interface that walks you through pairing the Watch with your phone and all the choices that have to be made, like enabling cellular, turning on “Ask to Buy” for app purchases, enabling Schooltime and Activity features, and more.

What was harder was actually using the Apple Watch as intended after it was configured. I found it far easier to launch an iPhone app (like Life360, which we use) where everything you need is in one place. That turned out not to be true for Apple Watch Family Setup system.

For the purpose of testing the Apple Watch with Family Setup, my daughter would leave her iPhone behind when she went out biking or when meeting up with friends for outdoor activities.

As a child who worked her way up to an iPhone over a couple of years, I have to admit I was surprised at how irresponsible she was with the watch in the early weeks.

She didn’t at all respect at the multi-hundred dollar device it was, at first, but rather treated it like her junk jewelry or her wrist-worn scrunchies. The Apple Watch was tossed on a dresser, a bathroom counter, a kitchen table, on a beanbag chair, and so on.

Thankfully, the “Find My” app can locate the Apple Watch, if it has battery and a signal. But I’m not going to lie — there were some scary moments where a dead watch was later found on the back of a toilet (!!), on the top of the piano, and once, abandoned at a friend’s house.

And this, from a child who always knows where her iPhone is!

The problem is that her iPhone is something she learned to be responsible for after years of practice. This fooled me into thinking she actually was responsible for expensive devices. For two years, we painfully went through a few low-end Android phones while she got the hang of keeping up with and caring for such a device. Despite wrapping those starter phones in protective cases, we still lost one to a screen-destroying crash on a tile floor and another to being run over by a car. (How it flew out of a pocket and into the middle of the road, I’ll never understand!)

But, eventually, she did earn access to a hand-me down iPhone. And after initially only being allowed to use it in the house on Wi-Fi, that phone now goes outdoors and has its own phone number. And she has been careful with it in the months since. (Ahem, knocks on wood.)

The Apple Watch, however, held no such elevated status for her. It was not an earned privilege. It was not fun. It was not filled with favorite apps and games. It was, instead, thrust upon her.

While the iPhone is used often for enjoyable and addictive activities like Roblox, TikTok, Disney+, and Netflix, the Apple Watch was boring by comparison. Sure, there are a few things you can do on the device — it has an App Store! You can make a Memoji! You can customize different watch faces! But unless this is your child’s first-ever access to technology, these features may have limited appeal.

“Do you want to download this game? This looks fun,” I suggested. pointing to a coloring game, as we looked at her Watch together one night.

“No thanks,” she replied.

“Why not?”

“I just think don’t think it would be good on the little screen.”

“Maybe a different game?”

“Nah.”

And that was that. I could not convince her to give a single Apple Watch app a try in the days that followed.

She didn’t even want to stream music on the Apple Watch — she has Alexa for that, she pointed out. She didn’t want to play a game on the watch — she has Roblox on the bigger screen of her hand-me down laptop. She also has a handheld Nintendo Switch.

Image Credits: TechCrunch

Initially, she picked an Apple Watch face that matched her current “aesthetic” — simple and neutral — and that was the extent of her interest in personalizing the device in the first several weeks.

Having already burned herself out on Memoji by borrowing my phone to play with the feature when it launched, there wasn’t as much interest in doing more with the customized avatar creation process, despite my suggestions to try it. (She had already made a Memoji her Profile photo for her contact card on iPhone.)

However, I later showed her the Memoji Watch Face option after I set it up, and asked her if she liked it. She responded “YESSSS. I love it,” and snatched the watch from my hand to play some more.

Demo’ing features is important, it seems.

But largely, the Apple Watch was only strapped on only at my request as she walked out the door.

Soon, this became a routine.

“Can I go outside and play?”

“Yes. Wear the watch!,” I’d reply.

“I knowwww.”

It took over a month to get to the point that she would remember the watch on her own.

I have to admit that I didn’t fully demo the Apple Watch to her or explain how to use it in detail, beyond a few basics in those beginning weeks. While I could have made her an expert, I suppose, I think it’s important to realize that many parents are less tech-savvy than their kids. The children are often left to fend for themselves when it comes to devices, and this particular kid has had several devices. For that reason, I was curious how a fairly tech literate child who has moved from iPad to Android to now iPhone, and who hops from Windows to Mac to Chromebook, would now adapt to an Apple Watch.

As it turned out, she found it a little confusing.

“What do you think about the Watch?” I asked one evening, feeling her out for an opinion.

“It’s fun…but sometimes I don’t really understand it,” she replied.

“What don’t you understand?”

“I don’t know. Just…almost everything,” she said, dramatically, as tweens tend to do. “Like, sometimes  I don’t know how to turn up and down the volume.”

Upon prodding, I realize she meant this: she was confused about how to adjust the alert volume for messages and notifications, as well as how to change the Watch from phone calls to a vibration or to silence calls altogether with Do Not Disturb. (It was her only real complaint, but annoying enough to be “almost everything,” I guess!)

I’ll translate now from kid language what I learned here.

First, given that the “Do Not Disturb” option is accessible from a swipe gesture, it’s clear my daughter hadn’t fully explored the watch’s user interface. It didn’t occur to her that the swipe gestures of the iPhone would have their own Apple Watch counterparts. (And also, why would you swipe up from the bottom of the screen for the Control Center when that doesn’t work on the iPhone anymore? On iPhone, you now swipe down from the top-right to get to Control Center functions.)

And she definitely hadn’t discovered the tiny “Settings” app (the gear icon) on the Apple Watch’s Home Screen to make further changes.

Instead, her expectation was that you should be able to use either a button on the side for managing volume — you know, like on a phone — or maybe the digital crown, since that’s available here. But these physical features of the device — confusingly — took her to that “unimportant stuff” like the Home Screen and an app switcher, when in actuality, it was calls, notifications, and alerts that were the app’s main function, in her opinion.

And why do you need to zoom into the Home Screen with a turn of the digital crown? She wasn’t even using the apps at this point. There weren’t that many on the screen.

Curious, since she didn’t care for the current lineup of apps, I asked for feedback.

“What kind of apps do you want?,” I asked.

“Roblox and TikTok.”

“Roblox?!,” I said, laughing. “How would that even work?”

As it turned out, she didn’t want to play Roblox on her watch. She wanted to respond to her incoming messages and participate in her group chats from her watch.

Oh. That’s actually a reasonable idea. The Apple Watch is, after all, a messaging device.

And since many kids her age don’t have a phone or the ability to use a messaging app like Snapchat or Instagram, they trade Roblox usernames and friend each other in the game as way to work around this restriction. They then message each other to arrange virtual playdates or even real-life ones if they live nearby.

But the iOS version of the Roblox mobile app doesn’t have an Apple Watch counterpart.

“And TikTok?” I also found this hilarious.

But the fact that Apple Watch is not exactly an ideal video player is lost on her. It’s a device with a screen, connected to the internet. So why isn’t that enough, she wondered?

“You could look through popular TikToks,” she suggested. “You wouldn’t need to make an account or anything,” she clarified, as these details were would fix the only problems she saw with her suggestion.

Even if the technology was there, a TikTok experience on the small screen would never be a great one. But this goes to show how much interest in technology is directly tied to what apps and games are available, compared with the technology platform itself.

Other built-in features had even less appeal than the app lineup.

Image Credits: Apple

Though I had set up some basic Activity features during the setup process, like a “Move Goal,” she had no idea what any of that was. So I showed her the “rings” and how they worked, and she thought it was kind of neat that the Apple Watch could track her standing. However, there was no genuine interest or excitement in being able quantify her daily movement — at least, not until one day many weeks later when were hiking and she heard my watch ding as my rings closed and wanted to do the same on hers. She became interested in recording her steps for that hike, but the interest wasn’t sustained afterwards.

Apple said it built in the Activity features so kids could track their move goal and exercise progress. But I would guess many kids won’t care about this, even if they’re active. After all, kids play — they don’t think “how much did I play?” Did I move enough today? And nor should they, really.

As a parent, I can see her data in the Health app on my iPhone, which is the device I use to manage her Apple Watch. It’s interesting, perhaps, to see things like her steps walked or flights climbed. But it’s not entirely useful, as her Apple Watch is not continually worn throughout the day. (She finds the bands uncomfortable — we tried Sport Band and Sport Loop and she still fiddles with them constantly, trying to readjust them for comfort.)

In addition, if I did want to change her Activity goals later on for some reason, I’d have to do from her Watch directly.

Of course, a parent doesn’t buy a child an Apple Watch to track their exercise. It’s for the location tracking features. That is the only real reason a parent would consider this device for a younger child.

On that front, I did like that the watch was a GPS tracker that was looped into our household Apple ecosystem as its own device with its own phone number. I liked that I could ping the Watch with “Find My” when it’s lost — and it was lost a lot, as I noted. I liked that I could manage the Watch from my iPhone, since it’s very difficult to reacquire a device to make changes, once it’s handed over to someone else.

I also liked the Apple Watch was always available for use. This may have been one of its biggest perks, in fact. Unlike my daughter’s iPhone, which is almost constantly at 10-20% battery (or much less), the watch was consistently charged and ready when it was time for outdoor play.

I liked that it was easier for her to answer a call on the Apple Watch compared with digging her phone out of her bike basket or bag. I liked that she didn’t have to worry about constantly holding onto her phone while out and about.

I also appreciated that I could create geofenced alerts — like when she reached the park or a friend’s house, for example, or when she left. But I didn’t like that the ability to do so is buried in the “Find My” app. (You tap on the child’s name in the “People” tab. Tap “Add” under “Notifications.” Tap “Notify Me.” Tap “New Location.” Do a search for an address or venue. Tap “Done.”)

Image Credits: TechCrunch

I also didn’t like that when I created a recurring geofence, my daughter would be notified. Yes, privacy. I know! But who’s in charge here? My daughter is a child, not a teen. She knows the Apple Watch is a GPS tracker — we had that conversation. She knows it allows me to see where she is. She’s young and for now, she doesn’t feel like this a privacy violation. We’ll have that discussion later, I’m sure. But at the present, she likes the feel of this electronic tether to home as she experiments with expanding the boundaries of her world.

When I tweak and update recurring alerts for geofenced locations, such alerts can be confusing or even concerning. I appreciate that Apple is being transparent and trying to give kids the ability to understand they’re being tracked — but I’d also argue that most parents who suddenly gift an expensive watch to their child will explain why they’re doing so. This is a tool, not a toy.

Also, the interface for configuring geofences is cumbersome. By comparison, the family tracking app Life360 which we normally use has a screen where you simply tap add, search to find the location, and then you’re done. One tap on a bell icon next to the location turns on or off its alerts. (You can get all granular about it: recurring, one time, arrives, leaves, etc. — but you don’t have to. Just tap and be alerted. It’s more straightforward.)

Image Credits: Apple

One feature I did like on the Apple Watch, but sadly couldn’t really use, was its Schooltime mode — a sort of remotely-enabled, scheduled version of Do Not Disturb. This feature blocks apps and complications and turns on the Do Not Disturb setting for the kids, while letting emergency calls and notifications break through. (Make sure to set up Shared Contacts, so you can manage that aspect.)

Currently, we have no use for Schooltime, thanks to this pandemic. My daughter is attending school remotely this year. I could imagine how this may be helpful one day when she returns to class.

But I also worry that if I sent her to class with the Apple Watch, other kids will judge her for her expensive device. I worry that teachers (who don’t know about Schooltime), will judge me for having her wear it. I worry kids will covet it and ask to try it on. I worry a kid running off with it, causing additional disciplinary headaches for teachers. I worry it will get smashed on the playground or during PE, or somehow fall off because she meddled with the band for the umpteenth time. I worry she’ll take it off because “the strap is so annoying” (as I was told), then leave it in her desk.

I don’t worry as much about the iPhone at school, because it stays in her backpack the whole time due to school policy. It doesn’t sit on her arm as a constant temptation, “Schooltime” mode or otherwise.

The Apple Watch Family Setup is also not a solution that adapts as the child ages to the expanding needs of teen monitoring, compared with other family tracking solutions.

To continue the Life360 comparison, the app today offers features for teen drivers and its new privacy-sensitive location “bubbles” for teens now give them more autonomy. Apple’s family tracking solution, meanwhile, becomes more limited as the child ages up.

For instance, Schooltime doesn’t work on an iPhone. Once the child upgrades to an iPhone, you are meant to use parental controls and Screen Time features to manage what apps are allowed and when she can use her device. It seems a good transitional step to the phone would be a way to maintain Schooltime mode on the child’s next device, too.

Instead, by buying into Apple Watch for its Family Setup features, what you’ll soon end up with is a child who now owns both an Apple Watch and a smartphone. (Sure, you could regift it or take it back, I suppose…I certainly do wish you luck if you try that!)

Beyond the overboard embrace of consumerism that is buying an Apple Watch for a child, the biggest complaint I had was that there were three different apps for me to use to manage and view data associated with my daughter’s Apple Watch. I could view her tracked activity was tracked in my Health app. Location-tracking and geofence configuration was in the Find My app. And remotely configuring the Apple Watch itself, including Schooltime, was found in my Watch mobile app.

I understand that Apple built the Watch to be a personal device designed for use with one person and it had to stretch to turn it into a family tracking system. But what Apple is doing here is really just pairing the child’s watch with the parent’s iPhone and then tacking on extra features, like Schooltime. It hasn’t approached this as a whole new system designed from the ground-up for families or for their expanding needs as the child grows.

As a result, the whole system feels underdeveloped compared with existing family tracking solutions. And given the numerous features to configure, adjust, and monitor, Family Setup deserves its own app or at the very least, its own tab in a parent’s Watch app to simplify its use.

At the end of the day, if you are letting your child out in the world — beyond school and supervised playdates — the Apple Watch is a solution, but it may not be the best solution for your needs. If you have specific reasons why your child will not get their own phone now or anytime soon, the Apple Watch may certainly work. But if you don’t have those reasons, it may be time to try a smartphone.

Both Apple and Google now offer robust parental control solutions for their smartphone platforms that can mitigate many parents’ concerns over content and app addiction. And considering the cost of a new Apple Watch, the savings just aren’t there — especially when considering entry-level Android phones or other hand-me-down phones as the alternative.

[Apple provided a loaner device for the purposes of this review. My daughter was cited and quoted with permission but asked for her name to not be used.]



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