Apple responds to ‘double tap’ criticism with advert

Apple has released a commercial film about the double tap feature in its new smartwatches. The company shows how useful the feature, which has been criticised for being impractical, can actually be.

Apple has released an entertaining commercial on its official YouTube channel about one of the remarkable features of Apple Watch. The video in question focuses on one of the most criticised functions of the smartwatch, the ‘double tap’ feature.

When Apple first introduced it, some users questioned why such a simple feature wasn't available on previous Watch models, while others said it was nothing new and already existed in the ‘Accessibility’ menu.
 

Criticism that it is useless in daily life

However, the main complaint was that this feature was not useful in daily life. Apple responded to these criticisms with an ironic commercial film. In the advertisement, it is seen that the fisherman holding a giant carp fish has difficulty taking a photo because both hands are full.

But then he manages to overcome this situation. He immortalises this moment by taking a photo from the iPhone's camera with a double tap gesture. In this commercial film, Apple wanted to show that the new double tap feature can be very useful in daily life, even if it seems simple at first glance.

Double tap is available on Apple Watch Series 9 and Apple Watch Ultra 2 models. With this feature, you can trigger various functions with one hand by touching your thumb and index finger twice. However, users say that it does not work as fast and practical as it is shown in the advert, and is often activated accidentally.