The insurers are exploring ways to subsidize the cost of the device for those who can’t afford the $279 price tag, which is the starting cost of an older model. The latest version of the device, which includes the most extensive health features including fall detection and an electrocardiogram to measure the heart’s rhythm, retails for a minimum of $399, which many seniors could benefit from but can’t afford.

This makes perfect sense for Apple. The health features of the Apple Watch continue to help people of all ages and save lives. Getting these devices into the hands of seniors is the right thing to do for all involved.