This week was probably the most important one of the year for many early adopters out there (probably because Star Wars will only be out at the end of the year). Tim Cook – first disciple of Saint Steve – unveiled a whole bunch of new Apple gadgets, including a new iPhone, iPad, 3D Touch, and pencil (because “nobody wants a stylus”, right Steve?)
But what about the Watch, Tim? So far the Watch is slowly taking off with about 4M devices shipped. Good but still some way to go before they can replace something that’s been on our wrists for so long.
The recent announcement of an Hermes partnership (and a less “gadgety” look) is going to give it more credibility as a fashion accessory, a key step to reach before competing in the watch market (and not the smartwatch one). You could see the foundation of that strategy when they launched a high end Edition range. Let’s face it, no advertising will do more than showing off its features and how it could benefit our lives, but I doubt the millions of Apple users need convincing on that front. The real challenge to me is to convince people it can replace their watch – something that is everything BUT a gadget in most people’s minds.
One shouldn’t undermine how important that product line is to them. They are building on their new status of luxury brand (especially in Asia and according to Brandz) and will have to gain full credibility within the category.