How Apple is using heartbeats to make health tech feel human

Apple is putting the heartbeat at the centre of its latest Apple Watch campaign, using the rhythm of the human heart to tell stories of health, recovery and fitness.

Titled "Between beats", the new film introduces the Apple Watch Series 12 and its new health sensing system, and premiered during Apple's annual September event. The campaign was created by Apple's bespoke creative agency TBWA\Media Arts Lab.

Directed by filmmaker Camille Summers-Valli and shot by cinematographer Hoyte van Hoytema, the film uses a beating heart as an audio-visual device that carries viewers through the lives of several Apple Watch users.

Don't miss: Apple’s new campaign proves the internet really won’t leave you alone

The film follows an athlete recovering after a health scare, a young drummer using her readiness score to better understand her body's signals, and an office worker looking to regain control of his health.

Across the different stories, the Apple Watch is positioned as a tool that helps users better understand their bodies and make more informed decisions around their health and fitness.

At the centre of the campaign is the Apple Watch Series 12's health sensing system, which enables higher-frequency heart rate and heart rate variability measurements. The watch also introduces a readiness score, which analyses recent activity, training load, vitals and sleep to give users an indication of how prepared their body is for the day ahead.

"Between beats" will roll out across broadcast, digital, social and podcast channels, extending the film beyond its debut during Apple's September keynote.

The campaign lands alongside a broader slate of product launches from Apple, which unveiled its latest hardware lineup at its annual September event. The releases include the iPhone 18 Pro and iPhone 18 Pro Max, Apple Watch Series 12 and Apple Watch Ultra 4, as well as the new AirPods 5.

Apple also introduced the iPhone Duo, its first foldable iPhone. The device features a 7.6-inch inner display when opened and a 5.4-inch outer display when closed, marking Apple's entry into the foldable smartphone category.

The latest launches come amid a busy year for Apple's product marketing, with the tech giant also rolling out campaigns that put individual devices and their features at the centre of its storytelling.

In June, Apple launched a campaign for its AirPods Pro 3 starring global footballer Vinícius Júnior. Titled "Dança", the 30-second spot followed Vini Jr. dancing through a series of noisy urban environments, while deliberately keeping the music playing through his AirPods unheard by viewers.

Instead, the film amplified the surrounding sounds as Vini Jr. moved through the different settings, spotlighting the earbuds' Active Noise Cancellation capabilities. The creative also tapped into the footballer's association with dance, which has become a signature part of his goal celebrations on and off the pitch.

Related articles: 
Apple China pairs humour with data security in new campaign   
Apple’s CNY film finds warmth in unexpected companionship  
Apple puts accessibility in the spotlight with college-life short