Abstract
On September 9, alongside with the iPhone 6 and iPhone 6 Plus, Apple took the market by surprise with the unveiling of the market's long-awaited Apple Watch, which was originally set to be released in 2015. The whole set of graphic and video introduction for Apple Watch were displayed on Apple's website, reflecting Apple's changing marketing strategy that used to hold the allure of mystery for unreleased products. This report outlines features and designs of Apple Watch with corresponding concerns; examines Apple's marketing strategy shift on other smart wearable devices and addresses its supply chain deployment.
The Devil is in the Design Details
Prior to the launch of Apple Watch, there were rumors about features and the price of Apple Watch. Also, there were doubts on whether Apple Watch can be the answer to the problem after dozens of smart watches failed.
Despite negative reviews about its functionality, form factor designs, and prices, the Apple Watch has still managed to catch the eyeball of many with several features like Digital Crown, customized materials and colors, taps and presses to deliver sensational messages. And it will take a while before others catch up without violating Apple's patent rights.
Apple's Soft Power Influence Cannot be Overlooked
Apple's strength in software and apps will continue to play a crucial role in determining the success of its latest wearable device rather than hardware specs. When it comes to ICT products, like smartphones, high-specs and low-prices are often the most talk-about topics and the company's strength in software and apps is often overlooked. For instance, the rise of Xiaomi smartphones may be due largely in part to its sales strategy relies on hunger marketing and on its high-end, low-priced phones. In addition, the high level of usability and flexibility of Xiaomi's Android-based interface MIUI has also helped enhance the stickiness of Mi fans and/or tech fanatics. Therefore, Apple's soft power cannot be overlooked as the solid experience in software, user interface, and apps as well as the consistency of the iOS are one of reasons why Apple's products are popular.
Apple's closely coupled hardware/software is what makes the company excels many others. For Apple, it is not really necessary to get into a specs race. Apple's strength in software and apps development is where it stands out. As more developers are bound to come out with more apps for Apple Watch, the highly integrated hardware and software is to be a key differentiator for Apple in wearables.
Future Still Looking Promising
While the battery life still poses a challenge for Apple Watch, Li-ion battery cell development has hit the ceiling. Without new battery technologies on the horizon, it seems only apps can help Apple Watch achieve better battery efficiency, including iOS refinement and power management solutions. Although the battery life remains one of major concerns for potential buyers, the Apple Watch still has a higher chance of sweeping the market off its feet with seamlessly integrated hardware/software platform compared to the likes of counterparts.
All told, before Apple Watch officially hits the market in early 2015, Apple still got time to adjust and enhance its new wearable device to make it more appealing. Continuing strong sales of iPhone 6 and iPhone 6 Plus seem to be making the most of Apple Watch's promising future. Significant spillover benefits to its component suppliers can then be expected.