iTechGuides is reader-supported. When you buy through links on our site, we may earn an affiliate commission. As an Amazon Associate I earn from qualifying purchases. Learn more
Apple’s first-generation Apple Watch Ultra ad opens with “wanted for hazardous journey” and turns a risky expedition into an invitation: the danger is part of the appeal. Alongside that adventure narrative, it names the watch’s titanium case, display, Action button, water resistance and specialized bands. The soundtrack is “On The Verge (Safari Riot Remix)” by Skott.
What happens in the Apple Watch Ultra danger ad?
The under-one-minute commercial begins with the words “wanted for hazardous journey.” It depicts an expedition where participants may not return safely, then presents that risk as worthwhile for people willing to take it. The ad is less a practical guide to using a smartwatch than a compact adventure story that casts the Ultra as equipment for people drawn to demanding journeys.
Apple’s product copy in the ad, as quoted by iMore, says: “Meet the new Apple Watch Ultra. With a robust titanium case, our biggest, brightest Apple Watch display ever, a customizable Action button, water resistant 100m and three specialized bands made for athletes and adventurers of all kinds.” The wording reflects the launch-era advertisement; “our biggest, brightest” is relative to Apple Watch displays at that time, not a claim about every later model.
The Tool Desk
Outbyte Driver Updater FREEScan for outdated or missing drivers - takes under a minuteDriver Scan →Outbyte PC Repair FREERepair Windows errors before they cause bigger problemsFix Now →What features does the commercial highlight?
- Case: a robust titanium case.
- Display: described in the 2022 ad as Apple’s biggest and brightest Apple Watch display at that time.
- Action button: customizable.
- Water resistance: the ad states 100 m.
- Band choice: three specialized bands, presented as options for athletes and adventurers.
These are product claims delivered in the commercial, not a demonstration of how the watch performs in a particular expedition. The ad makes its practical pitch through the listed hardware and its emotional pitch through the hazardous-journey setup.
#1 Best Overall
![Apple Watch Ultra [GPS + Cellular 49mm] Titanium Case with Midnight Ocean Band, One Size (Renewed)](https://m.media-amazon.com/images/I/41NQgyV24pL._SL160_.jpg)
- WHY APPLE WATCH ULTRA - Rugged and capable, built to meet the demands of endurance athletes, outdoor adventurers, and water sports enthusiasts - with a specialized band for each. Up to 36 hours of battery life, plus all the Apple Watch features that help you stay healthy, safe, and connected.
- EXTREMELY RUGGED, INCREDIBLY CAPABLE - 49mm corrosion-resistant titanium case. Larger Digital Crown and more accessible buttons. 100m water resistance. Customizable Action button for instant physical control over a variety of functions.
- BIGGEST, BRIGHTEST DISPLAY YET- A bright Always-On Retina display that’s easy to see, even in direct sunlight. More room for adding complications to customize your watch face.
- FOR ENDURANCE ATHLETES - Advanced metrics in the Workout app, including Heart Rate Zones and Running Form. Precision dual-frequency GPS for accuracy, distance, route, and pace calculations. Trail Loop band is thin, light, and flexible, designed especially for runners.
- FOR OUTDOOR ADVENTURERS - Redesigned Compass app delivers all-new views and functionality. Mark your location with Compass Waypoints. Backtrack uses GPS to map where you’ve been so you can retrace your steps. Alpine Loop band is extremely rugged and secure to meet the needs of hikers and climbers.
What song plays in the ad?
The soundtrack is “On The Verge (Safari Riot Remix)” by Skott.
Is the danger literal or part of the branding?
Both elements are present, but they do different work. Titanium, the display, the Action button, water resistance and bands are concrete features named by the ad. The prospect of a journey from which someone might not return is an aspirational frame: it gives the watch an association with risk, self-reliance and adventure. As iMore’s Oliver Haslam observed in its October 14, 2022 coverage, most owners are unlikely to attempt that kind of expedition. The commercial sells the imagined adventurous identity as well as the device.
Rank #2
![Apple Watch Ultra 2 [GPS + Cellular, 49mm] - Titanium Case With White Ocean Band, One Size (Renewed)](https://m.media-amazon.com/images/I/41gGnPrmuQL._SL160_.jpg)
- WHY APPLE WATCH ULTRA 2 — Rugged, capable, and built to meet the demands of endurance athletes, outdoor adventurers, and water sport enthusiasts — with a specialized band for each. The S9 SiP enables a superbright display and a magical new way to quickly and easily interact with your Apple Watch without touching the display. Up to 36 hours of battery life and 72 hours in Low Power Mode.
- CARBON NEUTRAL — Apple Watch Ultra 2 paired with the latest Alpine Loop or Trail Loop is carbon neutral. Learn more about Apple’s commitment to the environment at apple.com/2030.
- EXTREMELY RUGGED, INCREDIBLY CAPABLE — 49mm corrosion-resistant titanium case. Large Digital Crown and Customizable Action button for instant control over a variety of functions. 100m water resistance.
- BIGGEST, BRIGHTEST DISPLAY YET — Apple’s brightest Always-On Retina display is easy to see, even in direct sunlight. More room for adding complications to customize your watch face and enough space to view six metrics at once.
- THE FREEDOM OF CELLULAR — Cellular is built in. You can call and text without your iPhone, even overseas with international roaming. Stream your favorite music and podcasts. Get directions with Maps.
What was the Apple Watch Ultra’s launch price?
iMore reported a U.S. launch price of $799 for the cellular Apple Watch Ultra in October 2022. That is a historical launch figure, not a current price or an indication of present availability.
Source
Oliver Haslam, “This Apple Watch Ultra ad is all about the danger,” iMore, October 14, 2022.
Quick Recap
Rank #4
- WHY APPLE WATCH ULTRA - Rugged and capable, built to meet the demands of endurance athletes, outdoor adventurers, and water sports enthusiasts - with a specialized band for each. Up to 36 hours of battery life, plus all the Apple Watch features that help you stay healthy, safe, and connected.
- EXTREMELY RUGGED, INCREDIBLY CAPABLE - 49mm corrosion-resistant titanium case. Larger Digital Crown and more accessible buttons. 100m water resistance. Customizable Action button for instant physical control over a variety of functions.
- BIGGEST, BRIGHTEST DISPLAY YET- A bright Always-On Retina display that’s easy to see, even in direct sunlight. More room for adding complications to customize your watch face.
- FOR ENDURANCE ATHLETES - Advanced metrics in the Workout app, including Heart Rate Zones and Running Form. Precision dual-frequency GPS for accuracy, distance, route, and pace calculations. Trail Loop band is thin, light, and flexible, designed especially for runners.
- FOR OUTDOOR ADVENTURERS - Redesigned Compass app delivers all-new views and functionality. Mark your location with Compass Waypoints. Backtrack uses GPS to map where you’ve been so you can retrace your steps. Alpine Loop band is extremely rugged and secure to meet the needs of hikers and climbers.
Rank #3
![Apple Watch Ultra 3 [GPS + Cellular 49mm] Running & Multisport Smartwatch w/Rugged Titanium Case w/Black Titanium Milanese Loop - L. Satellite Communications, Advanced Health & Fitness Tracking](https://m.media-amazon.com/images/I/51x8F3QDUWL._SL160_.jpg)
- RUGGED AND READY TO GO—The ultimate sports and adventure smartwatch is built to last with an extremely tough titanium case and a strong sapphire crystal display. Water resistant up to 100m—it’s great for swimmers, divers, and fans of high-speed water sports.*
- A FULL-FEATURED HEALTH TRACKER—Ultra 3 can take an ECG* and check your heart rhythm for signs of AFib—right from your wrist. The smartwatch sends alerts for possible hypertension,* an irregular heart rhythm,* or an unusually high or low heart rate. You can view your overnight health tracking metrics with the Vitals app,* track your sleep score, and take readings of your blood oxygen.*
- ULTIMATE RUNNING AND WORKOUT COMPANION—A superior fitness tracker for marathoners, triathletes, mountain bikers, backcountry hikers, and mountain climbers, Ultra 3 provides precision dual-frequency GPS, Pacer, Heart Rate Zones, Custom Workouts, running power, Workout Buddy powered by Apple Intelligence from your nearby iPhone,* training load, and more.
- KEEP HELP CLOSE AT HAND—Ultra 3 is a smartwatch that can detect a hard fall or severe car crash* and automatically help connect you to emergency services and notify your emergency contacts. Check In can automatically notify a loved one when you’ve arrived at your destination.
- MULTIDAY BATTERY LIFE—Ultra 3 is a smartwatch that’s engineered to give you even longer battery life. It’s perfect for trail runners—with up to 42 hours of normal use and up to 72 hours in Low Power Mode.* Track a workout with full GPS and heart rate monitoring for up to 20 hours in Low Power Mode.*
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
