Tag: Apple Watch

Japan – Apple Japan, in partnership with TBWA\Media Arts Lab Tokyo, has launched a new campaign spotlighting the true story of Masahiro Suzuki, a heavy metal fan whose Apple Watch detected irregular heart rhythms—prompting life-saving medical intervention.

Titled ‘Suzuki-san’s Heart Story’, the 30-second film reenacts how Suzuki received atrial fibrillation alerts during a cycling workout, leading him to seek medical help before a serious cardiac emergency.

Suzuki was first notified of an irregular rhythm on his Apple Watch and later observed unusually high heart rates during exercise. Two follow-up ECG readings indicated signs of atrial fibrillation, prompting him to consult a doctor and undergo surgery.

The campaign features music by ASTERISM, a three-piece heavy metal band from Fukuoka and one of Suzuki’s favourites, who performed for the live concert scene and scored the film.

An additional campaign asset includes a real LINE messenger exchange, further grounding the story in Suzuki’s lived experience.

The campaign rolls out June 12, 2025 (PST) across TV, online, digital, and social platforms. It continues Apple’s global series spotlighting real-life accounts of how Apple Watch’s health features have contributed to early detection and intervention.

Singapore – The government of Singapore and global tech leader Apple have partnered to launch the health initiative LumiHealth, a personalized program to encourage healthy activity and behaviors using Apple Watch. 

The first-of-its-kind program was designed by Singapore’s Health Promotion Board in conjunction with Apple as part of the country’s Smart Nation initiative, which is a national effort to leverage technology to deliver benefits to its citizens and businesses.

At the core of the initiative is the LumiHealth app. Created in collaboration with a team of physicians and public health experts, LumiHealth uses technology and behavioral insights to encourage Singaporeans to keep a healthy living and complete wellness challenges through their Apple Watch and iPhone. 

The program will run for two years starting October 2020, where pre-order has already been made available on the app store.

“Even as all of us around the world are dealing with the challenges of COVID-19, we must keep investing in our future. And there is no better investment than in our own personal health,” said Heng Swee Keat, Singapore’s deputy prime minister. 

“This partnership between Singapore and Apple will enable Singaporeans to lead healthier lives, but equally important, it will contribute valuable insights [into] improving the health of people all over the world,” added Heng. 

The app uses a quirky feature, a ‘friendly” intergalactic explorer who will guide users while they “travel through worlds” in accomplishing wellness tasks that will be personalized based on their age, gender, and weight. 

The tasks include weekly activity goals that can be met through not just walking, but also swimming, yoga, and other activities. LumiHealth will also be providing reminders to users with regards to health screenings and immunizations as well as to participate in wellness challenges that aim to improve sleep habits and mindfulness, and encourage better food choices. 

Lumihealth

As users complete the said goals and challenges, users navigate the intergalactic explorer back to its “home,” all while being able to earn rewards worth up to S$380 over the two-year duration of the program. An Apple Watch is necessary to participate, as is downloading the LumiHealth app.

LumiHealth was created with customer privacy and data security built into its design. The program will be voluntary as users must opt in and provide consent to share information with app when they join, and may opt out at any time. 

Apple assures, “The collection of any personal identifiable information will be limited to information that will enable the app to provide an experience that is personalized and relevant to the user’s needs.” 

It adds on the privacy terms, “All user data will be encrypted to protect privacy. Data will be stored in a highly secure system that is fully compliant with Singapore’s data privacy and security laws. No data from LumiHealth will ever be sold or shared for marketing purposes.”

LumiHealth is the culmination of a two-year process that began with Singapore soliciting proposals from international healthcare and technology companies on ways to enrich the lives and health of its population.

Jeff Williams, Apple’s chief operating officer said, “Singapore has one of the world’s leading healthcare systems, and we are thrilled to be partnering with them to incorporate Apple Watch and LumiHealth into their holistic approach to well-being.” 

“Apple Watch has already helped millions of our customers manage their activity levels to improve their health, and we look forward to applying our expertise here in the same privacy-friendly way,” added Williams.