Apple ’s products are burden with astronomical expectations , but in late years perhaps none was so anticipated as the Apple Watch , Apple ’s first go at knock into the bud wearables market . It may not be honest to say that the Watch did n’t live up to those expectations , but other rendering of the equipment , and particularly its software , received a lukewarm response .
Since its initial launch , Apple has call for steps to change not only the Watch and its operating system , but also its overall sensing and marketing message . They ’re ditching something that did n’t quite bring in the first rendering — the eminent - last mode angle — and centre on whatdidwork : wellness and fitness trailing . In the farseeing term , this arguably more significant fracture in nidus has the potential to make the Apple view much more attractive and compelling to potential customer — including the fashion onward .
Out of fashion
Much of Apple ’s initial sales pitch positioned the Watch as a fashion symbol . There was the preposterously expensive Edition with its better - than - gold amber casing , $ 10,000 - plus monetary value tag , high-priced bands , and locating in high-pitched - close boutique in Paris , Milan , and Los Angeles .
But chasing way is a fool ’s errand — it ’s like setting out to make the next viral video sensation . Taste is fickle , and while Apple has historically had good taste in technology circles , it was a bit out of its depth in the luxury world , even after hiring fashion players like former Yves Saint Laurent chair and CEO Paul Deneve as a frailty president of special projects reporting directly to CEO Tim Cook .
This past week , Deneve ’s bio was removedfrom Apple ’s executive team varlet . Further details expose that he no longer reports to Cook , but instead to Jeff Williams , Apple ’s chief operating officer . I would n’t be surprised to hear in the next six months or so that Deneve has go away the company for other opportunities . manner moves tight , but so do technical school trend — and Apple may not have as much need for a stager of mellow - close fashion now that they ’ve decided to focus on fitness for the Series 2 .
Back for seconds
This year ’s declaration of theApple Watch Series 2also confirm that Apple is eschewing the fashion slant . The new Apple Watch Edition has dump the gold for a blanched ceramic chassis that costs a 10th as much as the previous version . And while Apple kept its partnership with luxury goods purveyor Hermés , it announced a coaction with Nike focalize on guide or else of another designer collaboration .
With the initial version , Apple purport for a across-the-board , multifaceted ingathering that ended up puzzling and scattershot — it ’s a fashion accessory , it ’s a fitness accessory , it ’s a computer on your wrist joint . But with the freshly - added sealing for swimming and a built - in GPS to track runs , hike , and walks , the Apple Watch Series 2 is very intelligibly a fitness twist , and that focused , classic message is a plus .
One side effect of Apple ’s refocusing has ended up pitting the Apple Watch againstfitness band , particularly the popular option from Fitbit ( which just blurred the melodic line between smartwatch and fitness tracker further by acquiring Pebble ) . The Watch is pricier than much of its competition , but it does do more than many competing offering . And of course , it ’s an Apple intersection , which still has a sure connotation of good conception and aesthetic ingathering that can work to the company ’s advantage when it compete with devices that are aimed more at workouts . An interesting caveat here is that traditional physical fitness tracker are movingtowardsfashion as Apple takes a step back , which puts them all on a exchangeable acting field of honor .
Third parties
Even with physical fitness as the master message , Apple does n’t need to desert the idea of fashion all told — after all , the Apple Watch will always be something you wear . But perhaps a more open approach is the way to go .
For example , Apple earmark third party to sell Apple Watch bands , which come in colours and material for every aesthetic and monetary value point . Apple ’s own designers probably would n’t makea pinkish alligator - peel picket striation , but they do n’t have to , and having those third - political party options soften the perception of a closed ecosystem where you ’re stuck with the options Apple open you .
That same sense of nakedness could be extended to watch face . Beyond Apple ’s own built - in face , the only third - party options come in with the official partnered models from Nike and Hermès .
Allowing third - company developers to create custom ticker faces , to bear alone or in coincidence with their own bands , could open up more opportunities for consumer to feel like this fittingness - focused machine still reflects their own tastes . After all , this is the most personal gimmick Apple sells , and taking something functional and putting your own twist on it is what fashion is about .
