Tom Dougherty, CEO – Stealing Share
9 March 2015
Today is Apple Watch Day
Today is Apple Watch day as Apple provides more detail this afternoon (ET) on its newest invention.
As I wrote earlier, the first stages of its rollout campaign have focused on fashion with an appearance in Self as well as a 12-page spread in Vogue.
I made the point that, in today’s tech world, the only reason you’d wear a watch is for fashion. Keeping time or any other function a watch may have can be done on many other devices, including your phone. Fashion is the only reason left to wear a watch.
Because Apple is rolling out three variations of the watch, each has their own brand face (the self-reflection of customers when they use the brand). There’s the Apple Watch Sport for those into exercising, hiking or any other physical activity. There’s the Apple Watch Edition, which is the luxury version. The more utilitarian of them is the regular Apple Watch made from stainless steel.
What’s interesting is that there are also six types of wristbands, which also relate to fashion. One of them is even a magnetic leather band you see teenagers wear.
All of this is smart and people have long underestimated the desire for crowds to own Apple devices. The iPhone was supposed to be a bust. So was the iPad. (A big iPhone many suggested when the iPad was first unveiled.)
What will be interesting is how Apple unveils its watches today and through its mainstream advertising. The Apple Sport seems like a no-brainer (expect lots of exercising imagery, especially outdoors). But it has never done a luxury brand in terms of high fashion before.
My guess is that Apple will get it right. Like its other devices when they were first introduced, Apple has shown a canny ability to answer the main question: “Why do I need one?”
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