The boy's family were from Auckland and had been keeping vigil on the beach since he went missing, Mr Ross said.
"They're sitting on the beach. They're sort of constrained by their emotions."
Mr Ross told Radio New Zealand on Monday that the swells on the day were 1.5 metres high and the family had been swimming in an area plagued by a rip.
"The rip extended out into the deep water behind the surf line...I don't think they realised there was a rip because it was quite clear, the water, which is indicative of a rip and unfortunately they did not read those signs I believe."
The suspected drowning is one of several water tragedies this holiday period.
On Monday, Terangi "Toots" Woonton, 59, and Kairangi Samuela, 53, died when their 5m boat was swamped crossing the Manukau Bar. Their three fishing companions were plucked from the water by a passing boat.
On Boxing Day, 47-year-old Simon Camp died at Karioitahi Beach, 70km southwest of Auckland, while surfing on a board he got for Christmas, police said.
On Christmas Day Heng Li, 25, died at Northland's Uretiti Beach while crabbing.
Imogen Saleupolu-Mataafi, 1, is believed to have drowned in a pool set up in her family's Manurewa backyard, also on Christmas Day.
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