Yesterday’s Apple presentation provided much to ponder, but, as usual, I have some preliminary thoughts.
Most fascinating to me is what a machine Apple has become. Products like the iPhone — despite being Apple’s most important product by far — were barely mentioned, at least in comparison. That’s mostly because little needs to be said. Every year Apple improves the iPhone and this year is no different (though there isn’t something as ground-breaking as TouchID).
Apple Pay has the potential to revolutionize a whole new industry, and yet that’s the future, and everyone wants to talk about the watch.
No one was sure before the announcement if Apple was going to actually release a watch or some other wearable, but a watch makes more sense in so many ways: there’s a lot more information presentation available on a watch than a bracelet or clip-on device, and a watch is a much more socially acceptable type of jewelry than glasses.
That said, many will be “disappointed” that it’s “only” a watch. Or that the price is so high (keep in mind that the $350 is the starting price, and there’s no word if that includes a strap or which band that would be).
But it’s clear from several aspects of the Apple Watch announcement what Apple is doing.
The Apple Watch is high-end jewelry.
This is required to make the watch palatable by those who no longer wear watches. The price is high because of the craftsmanship involved more than the embedded technology. It’s not hard to predict that less expensive Apple Watches will be available down the road with less expensive bands.
Apple is going all-in on the watch.
The fact that Apple would launch a new product like this with not one model, but 18 is astonishing. Apple is famous for being a company that can fit their entire product line on a single table. This is just beginning of the watch variety, too — undoubtedly they’ll release more designs later (I predict new bands coming out all the time, part of why Apple has recently hired several famous designers).
Apple is not testing the market with the Apple Watch. Apple believes it will be hugely successful and is putting huge engineering, design, and marketing efforts behind the venture. That tells me they are more than confident that this kind of wearable is the future.
Since select Apple employees have been using the prototypes in daily life for a long time (perhaps years), I suspect they know something we don’t. With technology this personal, it’s very hard to understand it without actually experiencing it.
I just recently found an article I wrote back in 2007 where I talked about how, though I admired the upcoming iPhone, I wasn’t going to buy one. Why didn’t I want one? Oh, I wanted one, I just didn’t think I needed one. Back then it was enormously expensive — $600 up-front just for the phone, plus $75/month in a cellular contract. Back then I barely used a cell phone except for emergencies.
Flash forward today and you’ll have to pry my iPhone out of my cold, dead hands. I could not live without my iPhone. It’s essential to my everyday work and life. I cannot begin to detail all the things it does for me. The list is practically endless.
I think the Apple Watch will be similar. Right now most of us are going, “Neat. Great tech. But nothing I need.” Of course, just like the original iPhone, many of us will buy the thing. Though it’s a lot of money, I suspect I will.
Once I start using the watch, it will transform my life in subtle ways I can’t predict. Tiny hassles like a text message I can’t read today because my phone’s in my pocket and I’m driving will be a thing of the past (it’d be trivial to read a few words on my wrist without distracting me from the road).
The fitness monitoring would become standard (already I have such technology and it’s amazing how quickly it becomes the “norm”), as would many other features, such as being able to see weather forecasts just by raising my wrist or having walking directions without having to look at a map.
I bet I’d be able to keep my iPhone hidden away much more, using the watch for routine things, like seeing who is calling or emailing, or for quick responses or questions. The convenience of a computer on my wrist sounds extravagant, but I suspect it will soon feel essential.
Apple knows all this because they don’t release products without using them for a long time first. I bet even within Apple their were many skeptics about how “useful” a smartwatch would be, but after using the Apple Watch for the last year or two (in various prototype configurations, no doubt), they’ve realized that a watch really is more convenient than a phone. Even if the watch requires a phone nearby for certain activities, it’s still much easier to have the phone in a pocket and a screen on your wrist.
We shall soon see if Apple’s right, but I wouldn’t bet against them. They don’t release products just because it might be successful. They already know. (Remember how Steve Jobs changed the name of the company from Apple Computer to just Apple on the day of the iPhone launch? He knew it would utterly transform the company and he was absolutely right. Pundits weren’t sure if the iPhone would succeed — many predicted failure — but Steve knew.)
Heart of a nano
I can’t write about the new Apple Watch without mentioning the previous “iWatch,” the square iPod nano I’ve used as a watch since Steve Jobs died.
I was extremely puzzled by Apple’s decision to change the nano’s design and “kill” the tiny square that could be adapted into a watch. I thought the form factor was awesome.
As a watch, it has some key flaws: battery life isn’t great, you can’t see the time unless you press a button, it takes a few seconds to wake up from sleep if you haven’t used it in a while, the screen is invisible in bright sunlight, and it’s a tad bulky. Of course, it’s not really a watch — it’s an iPod with a few watch faces — so there’s a lot of missing functionality.
But it’s clear to me that the folks who worked on the nano quickly realized the potential of a computer on the wrist. I’m now convinced that Apple killed that nano design as a way to hide the fact that they were designing a real watch. This new watch has nano roots, but this time it’s not an iPod that happens to be small enough to put on your wrist, but a device designed from the ground up as a watch.
That’s really cool. The nano is my favorite watch in many ways, but its limitations are frustrating. Having a real watch that’s very similar is compelling. Though I’m not excited about having to spend $400 to get one, I do love the concept and I can’t wait to try out an Apple Watch in a store.