While New Year’s resolutions often begin with firm determination, the enthusiasm tends to fade over time. In fact, in the U.S., the Friday of the second week of January is commonly referred to as “Quitter’s Day,” marking the point when many people abandon their resolutions, highlighting how difficult it can be to stay committed. In response, Apple launched its “Quit Quitting” campaign to motivate customers to stick with their resolutions. With the message “a little bit of help on your wrist,” the brand positioned its Apple Watch not just as a device, but as a supportive partner in maintaining determination. The campaign’s video featured a woman who begins running as part of her New Year’s resolution. Her Apple Watch records her performance, visualizes her progress to clarify her goals, and sends motivational messages whenever she falters. Through this campaign, Apple delivered a powerful message: Quitter’s Day doesn’t have to be the end—it can be a chance to start fresh.