Apple Watch’s heart story strikes a chord in Japan

When Masahiro Suzuki’s Apple Watch detected irregular heart rhythms, it set in motion a chain of events that ultimately saved his life, a story Apple now shares with the world in its latest campaign.

The 30-second spot, ‘Suzuki-san’s Heart Story’, tells the true experience of Masahiro Suzuki, a die-hard heavy metal fan whose Apple Watch heart health features alerted him to a potentially life-threatening condition: atrial fibrillation.

The film re-enacts Suzuki’s journey, from receiving an irregular rhythm notification on his Apple Watch to noticing unusually high heart rates during a cycling session, followed by two ECG readings that confirmed the warning signs. Thanks to these timely alerts, Suzuki sought medical help and underwent surgery before a serious cardiac emergency could occur.

Towards the end of the film, we see Suzuki back to normal health and enjoying his favourite band, Asterism, who performed live for the concert scene.

The campaign is part of Apple’s ongoing global series showcasing real-life stories of people whose lives have been saved by Apple Watch. It arrives as Apple plans a major overhaul of its health app, including an ‘AI doctor’ service, reflecting CEO Tim Cook’s vision of healthcare as the company’s biggest contribution. According to a recent Bloomberg report, Apple is reportedly building a team of physicians and specialists to create instructional content, while its Watch already highlights heart rhythm monitoring and anomaly notifications.

Campaign's take: True stories cut through the noise, especially in an era flooded with AI-generated content and contrived ads. To that extent, this global campaign of real-life rescues by Apple Watch makes the brand’s health messaging feel less like a hard sell and more like a genuine life-saving tool.

However, the leap toward positioning the watch as an ‘AI doctor’ raises questions. While the technology is undeniably impressive, is it wise to encourage consumers to view their wearable as a medical professional? The claims are bold, and the line between helpful health monitoring and medical advice is delicate.

Apple’s healthcare push is serious and ambitious, but it must tread carefully to balance innovation with responsible messaging, ensuring consumers understand the Watch as a health companion, not a substitute for professional medical care.