Value certainty
Parents need confidence the full Watch Plan cost is worth it.
The $20 monthly plan lands reasonably well for many parents. The bigger question is the total value equation: the Apple Watch cost, monthly plan, expected use, risk of loss or damage, and whether the child may still end up getting a phone later.
Parents are trying to avoid paying for something that may go unused, prove unnecessary, or fail to work in everyday family life.
Parent voice
In terms of the plan cost, $20 is good. Plus the cost of Apple Watch. The $20 plan is good. Reasonable... Apple Watch is not cheap. It’s very expensive.
Parent, NSW, child aged 9
Key evidence
Around 7 in 10 parents (70%)
see the $20 monthly plan as very good value, good value or about right.
More than 1 in 2 parents (57%) see buying the Apple Watch separately as at least a slight barrier. Around 1 in 4 (27%) say the Apple Watch costing too much would be a deal-breaker, and around 1 in 4 (24%) say the $20 monthly plan costing too much would be a deal-breaker.
Behavioural job
Make the total value equation concrete by connecting the device cost, plan cost, likely use cases and everyday family value.