Performance
Apple launched the Watch in Los Angeles, London, Tokyo, Milan, and Berlin, with pre-orders reaching 7 million before the launch date (Harding, 2015). Since Apple designed the Watch to reach multiple market segments, the market reach as seen in the pre-order numbers before the product launch is extensive. The introduction of the EDITION model has allowed Apple to extend into the luxury watch market, likely increasing its performance and widening the gap between itself and other companies in the smart watch market.
The present CEO of Apple Tim Cook was quoted saying, “sales of the watch did exceed our expectations, the Apple Watch sale-through was higher than the comparable launches of iPhone or the original iPad” (Snell, 2015,
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Since the Apple Watch is not a necessity and relatively expensive for even its lower end models, the economic environment could certainly negatively impact Watch sales in present and future markets. One thing Apple has on its side with the release of the Watch, is “the constant thrill that will make the Apple Watch compelling” (Elgan, 2015). To reach another market segment, Apple has succeeded in marketing the Watch as a fashion piece that caters to the “makers that are high achievers who eat, dress, and live well” (Kotler & Keller, 2012, p. 79).
Technological Trends & The Apple Watch
With the recent popularity and introduction of various products such as the Fitbit, Garmin’s Vivoactive, and Android’s smart watches, Apple releasing the Apple Watches definitely kept up with the smart watch trend. The Watch’s massive presence in the market has allowed it to not only match many of the qualities of other watches, but in a way surpass them with the apps, and marketing programs it has implemented into the design and functionality of the Watch.
Analyzing the Consumer Market
Social
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The everyday health and fitness individual has the availability to track running, walking, sleeping, daily movement, and lets you set goals and challenge previous records. This group of individuals accounts for 128 million possible sales and are going to be in the best shape of their lives to take advantage of the fitness capabilities the Apple Watch has to offer. These active tech savvy students or business individuals can dress the watch up or down, and still keep track of fitness goals. The available apps for the Watch will help individuals keep notes, update events in personal calendars, check stocks, pay with Apple Pay, send and receive emails, and improve efficiency of tasks throughout the day while working out (Apple: The Watch Reimagined,
Having a daily routine is a great way to keep track of obligations and engagements, but so is a cell phone. You can add events to your calendar, send alerts to yourself, take notes, and have the world at your fingertips. These days’ electronics serve
Developers at Apple have combined the convenience of digital watches with cellphone technology to create a watch that user cannot not only keep time with but also makes phones calls, set calendar reminders, check the weather, and track their activity level.
Furthermore, Under Armour’s goal is to expand their wearable watches and bracelets into built-in sensors that go into the clothing they create. This product will allow consumers to be accessory free and still will be able to track their activity levels. This innovative idea will surely bring in consumers, and provide Under Armour with the push they need to directly compete
Wearable is getting much hyped lately and is projected as the next big thing to come, deemed as the future of consumer electronics. It is the biggest new innovation in technology since smartphone, and the possibilities are endless. Devices fall into this category are watch, glasses, armband, shoes, and any other things that we use everyday as part of our daily life. Electronic brain is embedded to this product, enable it to collect data, analyze, advice, and influence us in our daily decision making process.
Swatch as a watch manufacture company was established 1983 by Nicolas Hayek, and their main products are quartz watches, also sell some mechanical watches. Until 2014, it already hold 18.3% of market share. (Tesla, 2014) But with the development of new technologies, smartwatch has become more popular than traditional watch. As a watch manufacturer, they have to stick with science and technology development, and understand what consumers interested in. (Sharp, 2013, p.186,187) Therefore，in August this year, Swatch as one of the watch leading industry has launched their first smartwatch in US, China and Switzerland, which is called touch zero one. Hence, this report will explain this marketing issues by micro and macro environment, segment marketing, advertising and marketing research to explain this marketing issue.
Although, Fitbit is an amazing company and creation you still need accessibility to an Iphone to use it, which I believe is the most important aspect of wearable technology today. Along with the Bluetooth headphones, Apple Watches, there are 1 million different uses for the Iphone from thousands and thousands of apps, to do all different sorts of tasks. Apple makes the other companies wince because of their ability to put everything in a big picture, then dissect these big pictures to know exactly what to use and how to go about it. For instance, although they were mainly a computer company. Their knowledge of the future of wearable technology was vast. They studied the 1969 walkman with cassette tapes, then discmans in 1984, following after was MP3 players in the early 1990’s, then came Ipods to destroy the competition out of MP3s. The biggest aspect of why this idea worked so well was the connectivity and accessibility to everything on one platform, Apple’s platforms were the not so secret weapon to control all of the wearable technology. Although, many companies are trying to knock Apple off of the totem pole, it’s safe to say they aren’t giving up power any time
As the consumption of iPhones grows, so does the impact it inflicts. To begin to understand how this device has impacted our society, one must analyze the aesthetics. According to Goggin (2009), two principles that separate the iPhone from mobile phones are “design and customization” (p. 232). The design of an iPhone is very clean and simple, which is beneficial for any type of user to operate, especially those who struggle with new technology. Better yet, the technology is always improving. The iPhone’s operating system, known as iOS, is constantly refining and polishing its design and features. Due to this, iPhones are becoming more resourceful, user-friendly and aesthetically pleasing. On the customization side, being able to control more of what your mobile device does is a very convincing feature that makes the iPhone stand out. The iPhone gives users an abundance of options to cater their device to their perso...
Pebble smart watch equipped with 1.26 inches backlit electronic paper screen resolution 144 x 168, black-and-white), low resolution. Table is built-in Bluetooth 4.0 radio module, vibration motor, accelerometer and a compass. This watch 's user interface is simple and intuitive, use two buttons can switch between the menu, use the select button can determine the options, and back button, you can return to a higher level menu (Molen, 2012).Pebble smart watch to receive text messages, email alerts, phone alerts and other notifications reminding (such as social network to remind). In the main menu have
Instead of Apple looking to build a product around the customer’s need, they focused on building what they wanted. When Steve Jobs debuted products like the iPad, critics insulted and believed the iPad would fail. The numbers clearly have said otherwise. Every time Apple has decided to innovate, they were laughed at but continued to prevail.
... device makes them think several times before making the buying decision. Moreover, the design of the product can also have an impact on the growth of wearable technology since people would buy it only if they find it trendy and aesthetic. With Google Glass, for example, consumers did not like its look as they felt that it made them look nerdy and they want something which looks cool and would add to their personality. The design of the device should be appealing enough to draw consumer attention so that they are interested in buying the product. Another limitation is that consumers would have to take off the wearable devices when visiting certain places where activities such as taking of photos, videos, etc. are prohibited. Consumers may find it tedious to take off and put back the device as they visit certain places and they may be less induced to buy the device.
Justification: Professional people with sedentary lifestyle often need help and motivation to become fit although they want to regain or improve overall heath. The Fitbit device motivates to get more steps->walk, run and move more. (assumed)
Overall, Apple has a creative way of marketing to the millions of people over the world. Their creative marketing coupled with their unique product meshes together to form a multi-billion dollar company. If Apple keeps using their exclusive style of marketing to a younger “hip” generation then they will be Apple customers for life.
15. Weareapps, (2013), UK Mobile Devices Usage and Demographic Roundup, [online] Available at: http://www.weareapps.com/digitalreport.pdf, Accessed on: 2nd April 2014.
Just like the individuals who comprise the human race, these curious creatures come in all shapes and sizes, each with its own beauty. My watch, an example of those delicate timepieces fastened with a band of gold or silver, resembles a bracelet. Yet, there are watches with thicker straps; some with leather, plastic, and even bands of bulky cloth; watches with bold heavy-set numerals; timepieces with only dots or diamond-shaped accents to represent the twelve hours; as well as the contemporary digital watch. Despite the endless assortment of watches, each serves the very same purpose: creating a framework in which those who ride the roller coaster of modernized life must run th...
A watch is a timepiece worn on one’s wrist fastened by a strap or band. They are a common item of purchase for men, women and children. I noticed that there are fewer people wearing watches; most if not all rely on electronic devices for the time, such as mobile phones and tablets. Personally, I feel bare without a watch. My wrist is aware of the absent weight. “For everyone who falls in love with a watch, a watch is the one item that goes everywhere with you, so that even in that lonely motel room on a business trip, or sitting as I am right now stranded in an airport, you can look at your watch and feel a sense of comfort. A watch is your best mechanical friend, wherever you go.” (Stone, 2006)