Apple released a new promotional video titled “Rick’s Rescue” on Wednesday, showcasing the life-saving potential of its Emergency SOS feature. The video tells the story of Rick Shearman, who was rescued from the sea after being caught in a powerful ocean current, thanks to his Apple Watch.
The incident took place in July 2024, when Shearman, an experienced swimmer from New South Wales, was bodysurfing in rough waves. As the current pulled him farther from shore, he was carried nearly a mile out to sea, eventually losing sight of the beach. After struggling for 20 minutes to swim back, Shearman realized he was in serious trouble.
Feeling exhausted and unable to continue, Shearman remembered the Emergency SOS feature on his Apple Watch. While treading water, he activated the feature and called emergency services. Within moments, a rescue helicopter arrived, located Shearman, and safely hoisted him aboard to bring him back to shore.
The video, titled “Rick’s Rescue,” dramatizes the event with computer-generated imagery (CGI) but includes actual audio from Shearman’s emergency call. The story highlights the role of the Apple Watch’s Emergency SOS function, which has been credited with saving numerous lives since its introduction with the watchOS 3 update in 2016. This feature was also featured in an ad for the Apple Watch Series 7 in 2022.
The Emergency SOS feature has proven invaluable in various life-threatening situations over the years. In January 2024, it helped save a woman who had suffered from carbon monoxide poisoning. It was also instrumental in rescuing skiers who fell 1,000 feet down a mountain in 2025, and it helped a mother and child after a car accident in 2018.
However, the feature has not been without controversy. There have been occasional accidental emergency calls, often made by users who unknowingly activate the SOS function. Despite these issues, the feature remains simple to use and is easily customizable, even for children.
Apple’s “Rick’s Rescue” video serves as a powerful reminder of how technology, like the Apple Watch, can play a crucial role in saving lives when every second counts.
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