The main reason is that 10% of strokes are associated with undiagnosed atrial fibrillation. The patients who present to the emergency room are a pretty biased sample--for one, they're experiencing symptoms. To prevent strokes, we need to have a way to catch AF in asymptomatic people.
Part of the challenge here is that episodes of atrial fibrillation can be infrequent--in CRYSTAL-AF, for example, it took 84 days from randomization to first episode--and existing monitoring devices like Holters or Zio patches are only worn 24 hours to 2 weeks. The great thing about Apple Watch and other consumer wearables is that they're worn for months or years. That means if we can prove the algorithm is accurate, we can get higher time-coverage than a traditional medical device, catch more AF early, and prevent those 10% of strokes described in the Circulation article.