Last week Apple launched the long anticipated and rumor rampant Apple Watch. As with all things Apple, product leaks and speculation had been swirling for some time. While not widely available for retail until April, CEO Tim Cook’s launch week was aimed squarely at building momentum and desire. Starting at $349 and spiraling upwards to over $1,000 with deluxe bells and whistles, and even available in a gold plated $10,000 model, this is obviously a product aimed at affluent early adopters in advanced economic regions of the globe.
The question then begs, who is the target market? And will it be deemed a necessary addition to an Apple dedicated owners suite of products to compliment an iPhone and likely an iPad and Apple laptop or desktop?
The watch itself appears a slick marriage of technology, fashion and lifestyle. Christy Trulington Burns, an American model currently representing Calvin Klein’s Eternity campaign was chosen to launch the watch, no doubt for her fashion credentials. She is shown training for a half marathon in Africa using the watches fitness devices, highlighting her charity, Every Mother Counts, which works to combat maternal mortality. You can watch a video about how she uses the watch here. Given the watches personal trainer capabilities, Apple Pay system to tap and go like a wallet, and hands free messaging, being able to listen and dictate messages and emails, as well as general web browsing capabilities on a micro scale, my take is that the target market spans the fitness buff, the fashion forward, and the tech early adopter in general, and anyone who has already committed to other Apple products with fierce loyalty.
As such, the tap and go wallet or the hands free messaging capabilities on their own are enough to be a disruptive technology with significant uptake.
If you’re curious to learn more about the Apple Watch, here’s a link with some features and video about it.
Apple has a history of disruptive technology.
Just think about what the iPod did to the music industry, disrupting CDs and retail music distribution with iTunes. Just think about what the iPad did to ebooks, book retailing and distribution, and the way we interact with printed matter in general spanning to newspapers and magazines. And consider what the iPhone did to cell phone communication in general, launching the mobile internet, and a litany of apps we arguably can’t live without now, as well as disrupting the camera industry. One could argue their latest technology is now even disrupting their earlier technology. Why would you buy an iPod when your smartphone can hold it all? Maybe you don’t need an iPad mini if you have an iPhone 6 plus.
So could the Apple Watch do the same thing?
Certainly it changes the competitive turf for watch manufacturers. That’s a direct hit. What about credit cards and payment services? What about fitness bands like Nike Fuel and other fitness product devices? And what about smart phones in general? Could wearable voice activation communication eliminate the need to type on a device? It’s starting to feel a little like a Star Trek episode. Too bad Spock didn’t live to see it! The watch certainly could change the issue with distracted drivers texting. And it represents interesting challenges for faculty supervising students during exams.
Only time will tell once the early adopters have gobbled it up. If there is significant uptake, it certainly could be disruptive. There seems to a lot of buzz about wearable tech and the Apple watch could well be the gateway drug for broader acceptance.
What’s the lesson is all this for marketers?
I think we need to accept disruption and look for opportunity in it. Rather then fear the threats that come with it, focus on the changes needed now to possibly capitalize on shifts that could be coming. What might that look like?
- Apps with simple interfaces suitable for super small screens.
- Voice activated Apps.
- Voice activated mobile friendly websites. While such a thing may not exist now, it likely will in the future. Perhaps I’ve just given you your next $1 million dollar idea?
- Medical monitor of fitness vitals and wireless, remote one on one personal training.
- Hotel room key free entry.
Remember, many people were stumped initially as to why we would all need an iPad when we already had a laptop and iPhone. And what on earth would we do with all those album covers if we could fit over 2,000 songs on a little thing called an iPod?
The marketing lesson ultimately is this: Sometimes we don’t know what we need until it arrives. And when there is significant uptake of a new disruptive technology, business needs to anticipate and prepare for the permanent shift taking place.