Millennial parents use mobile tech as a major lifeline, relying on their smartphones and tablets to get advice, coordinate childcare with partners, track baby’s health, and more. Apple’s latest ads tap into this tech-reliant reality, pitching the iPhone as “their little helper” with a range of apps and tools that help with the difficulties of parenting. The spots wisely show both moms and dads hard at work raising kids, appealing to Millennials’ idea that parenting is a partnership, not a mom-centric job. (CNET)
