I’m normally not the first to jump in and defend Apple but in general I have to agree with Yoni Heisler from BGR. It is obvious that most media outlets and techsperts had an unrealistic expection for the Apple Watch. These were based on prejections using the success of unrelated product categories like the iPhone and iPad. Instead what they should have been focusing on is the actual demand for wearbles themselves as a category. As I have stated before wearbles suffer from a clear identity problem as all their primary functions can be carried out by existing technology and in most cases wearbles require a tethered device (iPhone) negating any real advantage.
This is largely the reason for unrealistic expectations but there are definitely things that Apple can change to help improve sales going forward. Yoni makes a comparison between the Apple Watch and iPod which he points out didn’t really start gain traction untill 2004. Unfortunately, Yoni doesn’t explain the steps taken by Apple, namely the release of iTunes for Windows in late 2003 and the release of the cheaper iPod Mini in 2004. This comparison provides a lesson for Apple as the solution seems simple, by shifting their strategy to provide a solution to Andriod users (like Windows years ago) they would greatly increase the size of their potential customer base. Obviously that doesn’t mean all Andriod users are going to jump at the opportunity to buy an Apple product but some will always be ready to look for the best product so if priced competively it would definitely improve sales.
I never really wanted to just rant about Apple on this Blog as I feel like it just takes away from the intelligence of my analysis and makes people think I can’t be objective but after reading this editorial and some of the comments on Apple Insider I have to admit that my blood was up and I felt like tacking apart some of the more ridicules points.
Starting with the idea that Apple’s last 2 hour event actually presented people with more substance and innovation, “By way of comparison, Apple’s last event to exceed two hours introduced iOS 8, iPhone 6 and 6 Plus, Apple Pay, Apple Watch, a performance by U2 and another 15 minutes to spare.” The first announcement was mobile OS which has been updated yearly for sometime and there fore was hardly news, while the next is the latest incarnation of a phone released in 2007 with the same level of minor changes that we have come to expect and of course the same phone with a bigger screen to combat the rising demand for Android Phablets. In fact Apple Pay and the Apple Watch were the only ‘new’ products announced the later being expected for the last few years was also hardly a surprise.
The editorial than continued to attack Microsoft over the features that they are including in Windows 10 “ostensibly free OS updates, a standards compliant web browser with Safari Reader, Office running on a mobile device, third party apps that run on a mobile device, AirPlay wireless distribution and Siri“. I think the first point here is a bit irrelevant because while Apple have released free updates their Operating Systems only run on their devices which people have to buy to begin with and considering the premium cost of these products the argument could be made that the cost of the Operating System is included. He then talks about Safari which is only every used on an iOS device partly because of restrictions on other web browsers, despite this the Reader that he is so proud of does not include the Note Taking mode which is by far the key feature of Project Spartan. Finally, he talks about Siri which we know does not have the same personalised capabilities that make Cortana different and is restricted to iOS which means it is not available on the 8% of people who use Macs for their computing needs.
If this had not already got me started I would have his next attack on HoloLens would have done the job as it smacked of hypocrisy and someone who buys the coloured version of history that Apple has created. He argues that HoloLens is hardly a unique product with features “that PrimeSense showed off two years ago” this is no doubt true as it is very rare that anything in technology is truly new but is rather a refinement of already exciting products. Apple’s own success is a perfect example the first tablet was launched in 2001 running Windows but flopped because it did not have touch friendly UI and was not very portable along came the iPad and refined these problems. Even the iPhone was based on the existing capabilities of phones at the time which already had internet access, email, games and a range of utilities like calculators but by boarding this experience and making some alterations to the form factor to make use of a touch screen Apple created smartphones. Finally we come to their latest product the Apple Watch which is following in the footsteps of hundreds of different devices including the Samsung Gear and Microsoft Band just to name a few.
His final attack was on Microsoft sketch record with hardware releases including Zune, Surface, Windows Phone and surprisingly Xbox. Now I would be the first to admit that Zune and Windows Phone continue to be a large stain on Microsoft’s history as they try to make themselves appear credible hardware developers but only in some kind of virtual reality could the Xbox be tarnished with the same brush. Especially considering the success of the 360 as the dominate console of the last generation and strong sales of Xbox One which is admittedly still only the second fasted selling console in history. Finally, we come to Surface whose first two versions have been marred by poor sales tied to the pointless creation which was Windows RT but leaving this behind and focusing on raw power and a full PC experience the Surface Pro 3 has become rather successful, inspiring a few knock offs including the rumoured iPad Pro.
I respect what Apple has done for technology and while I don’t personal use their products unless I’m forced to I understand their appeal however I don not appreciate blind fan boys attacking other companies especially with erroneous and hypocritical statements.
Some iSheep will buy anything, but that doesn’t mean everything Apple touches turns to gold the last couple of versions of the iPad has proven as their market share and sales have been disappointing. What Apple needs for the Apple watch to be a success is a perceived need for the category. The reason why most wearables have not run of the shelves is simply that people do not see value in having something on the wrist that is a limited version of their phone with a smaller screen.
The only area where they have got any real traction has been as a fitness device which is not going to encourage people to fork out $300 plus an iPhone. This is also an area where Apple’s own marketing strategy will be against them because the Apple watch will not convince more people to change from Android to iPhone and has simply just narrowed an already limited market.
Finally the idea that the apple watch will be fashion accessory is laughable as at this price point in the form of a watch it is competing with anything from Armani to Citizen so the only people who would actually think this as cool would be diehards and tech nerds. So it might sell reasonably well with the iSheep but they have already sold their soul to the ecosystem and just want new things to show off, so it does not translate to a mass market trend. Until it hits markets I’m only speculating but it think those who are expecting a run away success are a little delusional.