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After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch?

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

The Apple Watch represents a totally new frontier for Apple, whose corporate personality evolves as they enter the “wearable” space when the Apple Watch goes on sale April 24, 2015. The company’s first smartwatch (which they choose to not refer to as a smartwatch, just like they didn’t call the iPhone a smartphone) is also one of the most unique and difficult to explain products that they have ever produced. It further represents a noteworthy irony, because Apple itself was a crucial factor in the diminishment of consumers wearing watches to begin with. Now, Apple wants people to rediscover not only wearing things on their wrists, but the value of the timepiece itself. So how exactly did Apple train people to forget their watches in the first place?

In 2007, when Apple first released the iPhone, the proliferation of mobile phones to mainstream consumers was about a decade old. Sure, mobile phones had been around since the 1980s, but it wasn’t until the late 1990s that owning a mobile phone became relatively ubiquitous. Consider that Apple helped make the mobile phone an almost necessary and constant companion as it helped solidify the age of the smartphone with a mobile tech product mainstream consumers felt comfortable rallying behind. Apple helped teach us that our mobile phones could replace or supplement almost all of our existing technological devices including our computer, television, music players, and of course, timepieces. Wearing a wrist watch was something that was on the decline since the late 1990s, and Apple helped put a deep nail in the watch coffin when it came to the habits mainstream consumers.

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

The soon to be common sight of people operating the Apple Watch on their wrist.

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

Tech media from around the world attempting to explain the Apple Watch

Apple never had crosshairs specifically on the wrist watch, but the popularity of the iPhone and other smartphones removed the need to wear a timepiece for many people. Starting in the mid 2000s as a way of combating decreasing consumer demand for timepieces, the watch industry shifted its marketing focus to make timepieces more about fashion and lifestyle, versus functionality or utility. Of course, here on aBlogtoWatch, we cater to the interests of the dedicated watch lover and aficionado – a demographic who continues to be marveled and inspired by the mechanical intrigue, artistry, and beauty of the traditional watch. Nevertheless, we are the first people to recognize that the fine watch is anything but mainstream, and society at large no longer has a strict reason to wear a watch – at least until now.

The popularity of the iPhone and competitor smartphones trained an entire generation of consumers to take off their watches or never put one on in the first place. “Who wears a watch anymore?” has probably been a common statement watch people like us on aBlogtoWatch have had to hear on more than one occasion. Apple developed the iPhone because they hated what the competition was offering at the time, but Apple did not begin development on the Apple Watch because they hated timepieces. In fact, the situation was quite the opposite.

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

Apple is a company with a lot of watch lovers. Apple designed the Apple Watch as a modern timepiece inspired by appreciation and affection for traditional watches. Apple’s famous designer Sir Jony Ive is a major watch collector with a stable of very traditional mechanical watches; and at Apple and among colleagues, he isn’t alone. Ive is also friends with Marc Newson – another watch lover and designer who Apple officially hired last year, even though Apple has explained they worked with Newson on the Apple Watch for a few years before the announcement. From my experience with Apple and spending some quality time with the Apple Watch, I feel that the company’s new product is fundamentally misunderstood by many people both in and out of the tech industry.


Sitting at the Apple event in San Francisco on March 9, 2015, I was surrounded by the absolute elite of the tech world’s journalism corps. Everyone there was familiar with Apple, their products, and tech news overall. However, most of them seemed perplexed by how Apple was communicating about the Apple watch – something that I could sympathize with. What Apple neglected to really talk about was the tech inside of the Apple Watch. And even though the Apple website was updated with loads of information about the complicated construction of the Apple Watch parts, its functionality, and the unique (and proprietary) alloys used for the aluminum, steel, and gold metals used for the Apple Watch… Apple was silent on some of the more specific details such as tech specs and the “numbers” people in the tech (and watch) world often use to evaluate products.

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

Tim Cook showing Christy Turlington Apple Watches

Without understanding too much about the underlying tech contained within the Apple Watch, most people in the technology news world were forced to use their imagination to understand how the Apple Watch might fit into their lives. The biggest question most consumers still have about the Apple Watch is “that’s nice, but what do I need it for?” Apple did their best explaining some of the core areas that they feel the Apple Watch will be used for, such as mobile contactless payment (Apple Pay), receiving and responding to messages right from their watches, interacting with their voice using SIRI, tracking their fitness data, and using new ways to communicate with others. Apple barely touched on how robust the application market for the Apple Watch might be, and some of the things that will be exclusively available on the Apple Watch versus on the iPhone. It isn’t that there aren’t answers to these questions, but rather that Apple may have not explained them enough.

With that said, I firmly believe that as a new type of product for Apple within a still-new category, Apple did a pretty good job of explaining a product that so few people have experience with. Why did Apple leave out detailed tech specs of the Apple Watch? I think it is because without having a lot to compare the numbers with, the tech specs would be merely abstract. Imagine if you’ve never used a computer and someone tells you that the processor is 2 GHz in speed. Would that mean anything to you if you haven’t used something slower and might get excited about something faster? Apple has slowly removed tech specs from how they communicate about a lot of products, focusing instead on assuring customers that their products will do what they claim to do well – a promise they often deliver on. Along those lines, I don’t think that Apple even wants to compare the Apple Watch to competitor smartwatches, because the experience on those devices is just so different – and this brings me to a very important point.

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

I’ve said that compared to the Apple Watch, most other smartwatches (especially those with digital screens) feel like toys. I don’t say that to insult other companies or because I love Apple, but I say it as a way of explaining the build and feel of the Apple Watch. Most of today’s Google Android Wear-based devices look like facsimiles of a watch, but not something a serious watch lover would ever consider as “nice.” The Apple Watch feels like a genuine modern manifestation of the watch, complete with quality materials and a very pleasant ergonomic and tactile experience. It is a watch product that would have naturally come about if the traditional watch industry continued to modernize and develop after the quartz watch became the status quo. After putting the traditional watch industry in a bad place, Apple has now come to the rescue of the watch truly bringing in to the 21st century, which is exactly what I said after my initial first-hand experience in my Apple Watch hands-on article.

What I’ve since learned is just how deeply Apple invested into researching the traditional watch world and innovating in dozens of places that have nothing to do with with the Apple Watch’s functionality or software. I’m talking about things like the tool-less steel bracelet, the magnetic straps, the metals and materials themselves, and the way you change straps. Apple has more-or-less said “we don’t know why the watch industry didn’t do many of these things first.” That not only implies that Apple exerted substantial time and resources when developing the Apple Watch, but also that they have been closely researching the traditional watch industry – a fact that Ive and other top Apple executives have stressed for a while.

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

I wouldn’t believe the same thing about what Samsung (for example) has done in the smartwatch space. While the Samsung Gear models have some traditional looking watch dials, they clearly didn’t put the effort or apply the same type of understanding to the watch world as Apple did in their hardware. With that said, is passion and a love of watches by some key Apple employees why the Apple Watch is so much like a traditional watch? I think there are more practical reasons than that, and here is where Apple confuses so many of the journalists who traditionally cover the brand. Things people wear are part of fashion, a category that tech writers tend to not cover too much. Fashion is what gets people to wear something, and technology is what gets people to use something. Where the Apple Watch is so confounding as a new product is that fashion writers may not be able to appreciate the technological utility of the Apple Watch and tech writers more-or-less don’t understand why Apple created so many versions, at so many different prices that all do the exact same thing. This is the first time I am aware of that Apple has ever segmented a product by price merely based on external, cosmetic reasons. That’s totally normal for the watch or fashion industry, but its a novel concept in the tech world.

So the interesting situation for Apple is that very few of the journalists and influencers covering the Apple Watch truly understand it from both the technological and fashion perspectives. In fact, I might be one of those few – which, trust me, is an amusing coincidence for me as well. Suddenly, I am in a unique position to discuss a category I never imagined would even exist back in 2007 when I started to write about watches while living in San Francisco – the tech capital of the world. With that said, consumer (and journalist) hesitation about smartwatches is something that I feel is merely temporary. If the Apple Watch turns out to be something people quickly adopt, then familiarity with what the Apple Watch is will increase. Apple’s goal is to make that happen sooner rather than later – and a big part of that is teaching people to love watches again.

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

The problem with the Apple Watch is just how much functional potential it has when you think about all the apps that can utilize its functionality. Apple itself doesn’t really know what features consumers will latch on to, because most of the people at Apple represent a sort of tech elite, and their habits and desires might be very different from the mainstream consumer they need to romance with a novel product. In a sense, Apple is jumping the gun by making such a nicely made smartwatch, because most consumers still aren’t convinced they need to buy a smartwatch to begin with. The fact is that many consumers are in shock that some people might pay several hundred dollars (let alone thousands of dollars) for any type of watch. With prices for most smartwatches hovering around the $200 mark, I think a lot of consumers feel Apple is out of line asking for so much for the Apple Watch, even though they don’t really understand what they are getting. Apple seems to have forgotten that so many people out there are completely unfamiliar with nice watches, and the very category of people who are familiar with nice watches are threatened by the Apple Watch. If the Apple Watch becomes as useful as Apple claims it will be, then traditional watch lovers will be forced to make the difficult decision of wearing an connected modern electronic versus traditional mechanical timepiece.

Even some people at Apple have expressed a degree of chagrin over the fact that the traditional watches they are so attached to are getting a lot less “wrist time.” While people at Apple are understandably positive about their company and their new products, I sensed a genuine sense of surprise at how even the most skeptical of people there seemed to find the Apple Watch to become a welcome, and even indispensable part of their day. Analyzing this mentality and my own experience with smartwatches, I feel that given the existence of a refined and useful product, the smartwatch is something that will add to people’s lives, rather than exist as an “annoying second screen for their phone that they need to charge all the time.”

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

Apple Watch Mickey Mouse face with customizable widgets

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles People who wear watches right now – especially watches they are attached to – represent a tiny percentage of the overall Apple Watch market. Apple has done a great job of helping to get consumers to forget their watches, so most people who will buy an Apple Watch either currently have naked wrists or a watch they are comfortable with giving up. Still, what about people like aBlogtoWatch readers who are threatened that a necessary or very useful technology device will compete for real estate space on their wrist? We either wear both or choose one for the day and one for the evening. My suspicion is that even if the notification service on the Apple Watch is curated to make it not too bothersome, it will still be something on our wrists that demand attention. While the Apple Watch might be the perfect helper for activity and work time, will it be a welcome companion for down time or socializing time? For those instances, I recommend you keep your “silent watch” (not “dumb watch”) around.

So what is it like to wear and use the Apple Watch? I haven’t discussed that too much. As you probably know, the Apple watch has several types of input methods, including the touchscreen, crown, pusher, motion, and voice. Between talking to it, pushing it, swiping it, and moving it, there is a lot of potential in how you interact with it. Is the Apple Watch something which is as intuitive as an iPad? Not exactly. Given the size and features, the Apple Watch has a steeper learning curve than some people might like. That isn’t to say the Apple Watch is complicated, but consumers will need some time to understand how it works. For example, tapping the screen is different than pressing the screen.

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

Apple Watch Edition models in a unique 18k gold alloy

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

Then again, other smartwatches out there are just as complex, if not more so. Apple will no doubt continue to refine the Apple Watch over time with software updates as well as in subsequent versions. The Apple Watch isn’t just an experiment, but, in my opinion, a permanent step in Apple’s desire to dominate the wearable device space. Apple also seemed to miss an opportunity off the bat of making it easy for people to purchase several Apple Watches and use them together for one synchronized experience. Each Apple Watch is paired to your iPhone (which is where you download apps and control some of its functions). Each iPhone can only be paired with one Apple Watch at a time – which means you can’t have an Apple Watch Sport for exercise and an Apple Watch on a steel bracelet for more formal attire. Apple says people should just swap out straps, but I think they are missing the real value of having a diverse set of fashionable products. Anyone who loves watches doesn’t just have one, and I truly hope that in due course, Apple makes it comfortable to own more than one Apple Watch without having to own more than one iPhone.

With that said, Apple is going to make a lot of money on straps and bracelets. Some people might stick with just one strap, but I have a feeling the average Apple Watch wearer is going to have 2-3 straps before long. Apple designed most straps to look good with most versions of the Apple Watch – with mixing and matching looks to be something that will be encouraged. It isn’t clear yet whether or not third-parties will have the ability to sell Apple Watch straps – but I think that eventually they will. Apple has even hinted that what we are seeing in terms of available straps and bracelets is just the beginning, so expect that the fashionable element of the Apple Watch to be just beginning.

After Training People To Forget About Watches, How Will Apple Teach Them To Love The Apple Watch? Featured Articles

At $349 – $399 most people without any Apple Watch experience are going to probably purchase the least expensive Apple Sport watches to begin with. A major reason for that is that the Apple Watch Sport doesn’t do anything less than the 18k gold Apple Watch Edition, so everyone is getting the full functionality. I am pretty confident that, in time, the Apple Watch in steel with its tough steel alloy, scratch resistant sapphire crystal, and ceramic parts will be the most popular version of the Apple Watch, but only after Apple has established a base of consumer acceptance and familiarity. People just aren’t going to spend $550 to $1,100 when something less expensive is available as a test.

Apple has the dual role of having to convince people to buy their smartwatch as well as having to convince people to wear watches again. Apple has taken upon itself the large task of developing a nascent market and educating a large base of consumers. Perhaps no one is better equipped than Apple, but I think it is important to understand this when judging the short versus long-term success of the Apple Watch. My feeling is that the first year will be an important awareness and eduction-building time for Apple with the Apple Watch. That is because, in my opinion, most people will only develop a desire for one by having personal experience with it and seeing other people around them using it. Unlike other tech products that people have experience with or can understand in pictures and videos, the Apple Watch is part of a new category of technology products that consumers need to learn to love and want.



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  • fer557

    I’m so bummed the leather loop isn’t available in 38mm.

  • SantiagoT

    “Consumers need to learn to love and want”

    Dammit Ariel, 


  • Zeitblom

    Square watch = ugly watch. They lost me right there.

  • VM1960

    I wonder how they’re going to integrate sales of what is a fashion item, and an expensive accessory, into their store concept? Is the typical Apple Store/ sales associates really able to sell computers and a $5000.00 fashion accessory?

  • SantiagoT

    VM1960 Well it basically replicates  the iPhone, so I don’t see they’ll have much problem in that.

  • SwissMatic

    I continue to be ambivalent about the Apple Watch. While I do see the appeal I also see it as yet another encroachment upon our time. Constantly getting “buzzed” by notifications on my wrist borders on nightmarish and chips away at the ever dwindling resource called solitude. Call me old fashioned, but I’ll stick with the quiet majesty of a mechanical watch.

  • DangerussArt

    32 articles about a device that yet to hit the street. Infatuated much? I might even understand it if the comments trended to say we were all gagging for more. I am not. I come here to read what I cannot get in the mainstream news space. I really don’t need to know Apple’s every ad, philosophy, marketing ploy, psy-ops move, press release. It’s all become tedious now.

  • VM1960

    I agree from the tech pov, and also for the basic models. But their stores are bare bones, the staff wear T-shirts, and trying to upsell the more fashionable, luxurious models seems a little outside their box.

  • DangerussArt

    Additionally, if it’s ABTW’s intent to cover the inevitable tide of competing devices, consider spinning it off into a separate blog. I’m willing to bet that is available.

  • lgiannino1

    aBlogtoWatch.. the #AppleWatch will make consumer realize that the only #watch to wear are ‘real watch brands’. The true #watchmakers ??

  • ScubaPro

    It’s a funny thing: I’ve never agreed with the contention that people don’t wear watches anymore. All my life, which includes over 5 decades, I’ve known people that wear watches and those that don’t. I don’t think things have changed as much as the watch lover community thinks, for if it was true how come so many jewelers still sell them in malls, boutiques, etc.? How come Rolex, Omega, et al haven never been selling more watches?  

    Which comes to the problem of reporting on something as specific as a watch: I think watch journalists largely live on another planet. Most people who wear a watch do not collect them in big heaps. They buy one and wear it for ages, as a compliment to their lives and a silent companion. I report on big machines like cars, and I learned long ago that motorheads are clueless in how most people see, feel and interact with their cars. I therefore spend more time around people that are not car enthusiasts, avoid going to press launches, and instead try to give readers a real-world driving impression of the item concerned and review the car without paying any attention as to what other members of the car press say about it. With the Apple watch, you have these two enthusiast worlds colliding, the techies and the watchinistas, and the rest of the world is just sort of sniffing out this new gadget and we’ll see if they bite. Tech types seem to think it’s great; watch loves largely dismiss it. All I know is, the more I look at it the more I realize how soulless it is-just another screen size and solution looking for a problem. Tim Cook is right when he says this is a personal device, the problem is it’s not really a traditional watch. It’s just another microprocessor box and you might as well be interacting with a microwave. Either it will be a huge hit with a society demanding constant distraction or it will show that the tech industry has finally hit the wall.

  • phsjacob

    The Apple watch is not a “necessary or very useful technology device”

  • I have a long time customer that always gives me the new Apple product as a gift, largely as a joke because he knows I don’t use apple. I kept the iPad mini, everything else I have re-gifted or given away, including the iPhone 6+ he gave me a few months ago and the ‘air’ from earlier last year. I am almost guaranteed to get one of these things, it will be extra satisfying for him because he knows I’m also a watch nerd. I am wholly undecided on what to do with it. I don’t want to give it to anyone and encourage it’s mainstream acceptance by even the smallest of margins. There is a trolling opportunity in here somewhere: someone help me out here.
    On that note, I have a 1st gen iPhone still in the box never opened somewhere. Does it have some collector value I wonder?

  • Ulysses31

    What a deeply patronising article.  Hey guys – you’re all idiots, apparently.  Because you don’t KNOW that you want this.  You just don’t understand!  My god, Ariel sounds like a stroppy teenage girl screaming at her parents that they don’t understand her.  I’ve said it before and i’ll say it again – there are a lot of highly intelligent and well-educated people who comment on this blog who are perfectly capable of “understanding” the utility of the iWatch.  That they can see ten moves ahead where Ariel can only see five is not their problem.  It amounts to calling your readership fools, which in my eyes isn’t fair.  We’ve read all the reviews and the comparisons for months now.  Many of us aren’t convinced and after Apple’s presentation were not particularly impressed.  Deal with it.

    Do you know why Apple doesn’t focus on specifications?  Because if they did, people would compare with competing products and realise the product represented poor value.  Does anyone know what a Core-M processor is?  It’s an inferior, lower-performing processor Apple chose to put into their new MacBook.  It’s thinner and lighter than a MacBook Air (in one go destroying the segment for that product) and with lower performance than the previous MacBook.  Oh yes, and it has only one port.  Apple’s “innovation” typically consists of not solving problems, but removing them if they get in the way of aesthetics at the cost of existing functionality.  This is their design philosophy – obfuscate the facts and dress up what is there so it impresses the hoi polloi. 

    Apple talks about innovative alloys – ceramic gold has been used in the watch industry for a few years now, and unless Apple invented alloying of metals, they can’t really claim that either.  I shouldn’t have to be telling a watch journalist this.  Apple talks about great potential of their device because the infrastructure that is necessary to support most of these convenient features hasn’t been implemented yet, not even around the US, let alone the rest of the world.  The payment system has been shown to be weak against fraud, which is something criminals are already exploiting – using downloaded credit-card numbers, loading onto the iWatch and having a good time spending other peoples money.  Samsung’s implementation of LoopPay technology is superior since it is instantly compatible with any location that has a card reader, which number in the millions around the world and need no extra infrastructure to be installed.  Fitness tracking is already available – stupid features like sending your heartbeat to some other iWatch-wearing five-year-old are unique to Apple though. For some reason the competition haven’t added those radically innovative features >_>.  

    All it boils down to is that the iWatch comes with better materials and marketing – that’s it.  It will be a moderate success, purely because of blogs like this and their incessant coverage and the rest of the magpies who see something shiny and desire it.  The sad thing is, Jobs would never have approved of something like this – he was about selling quality products to the majority and maintaining a degree of inclusiveness, despite his immodest character, and not appealing to the luxury tastes of the elite.  Truly the old Apple is dead.

  • Lokifish Marz

    I can think of nothing that would make the Apple Watch be considered a timepiece. For myself, a timepiece is something that will last generations. Something that, in 30 years will be able to perform all it’s functions like the day it was made. This thing will most likely get kicked to the curb by Apple in 3 years, not be supported at all in 5 years. That puts it in discount/junk watch (sub-$50) territory. 

    Until Apple, and the other smartwatch makers, adopt a more traditional “movements” approach by standardizing PCB dimensions, smartwatches are one off, very limited life span devices.

  • phsjacob

    SuperStrapper I bet the 1st gen iPhone is pretty valuable. For the most part I love Apple products but not the watch.

  • Ulysses31 Jobs’ ashes are turning in his urn.  
    With Tim Cook at the helm of Apple a major cultural shift has occurred.  The cool thing about Apple used to be ‘the cool factor’.  Rich or poor, everyone had the same cool device.  I can say this because I know for fact that my Macbook Air is no different than the one Warren Buffet has. In other words, Apple has done a superb job of leveling the social playing field within  its family of computer  products.  
    Such is not the case with the Apple Watch.  For the first time in the company’s long and storied history there is now a product that clearly creates a dividing line between the haves and have nots.  Sure, you could say the same about many luxury watchmakers who manufacture a large and varying line of timepieces with different metals and complications.  The lower-priced pieces in stainless steel with basic function appeal to one segment, while the same watch in gold or platinum (perhaps with a few added complications) appeals to another.  This practice is fine  for watchmakers and car makers alike.  As a big fan of Audi, I could purchase a regular ol’ A5, or choose to stand way out from the crowd by dropping an extra twenty-five thousand and drive an RS5.  If you like Rolex, you can purchase a GMT in steel for about eight grand.  Same piece in white gold will cost you upwards of 30 grand!
    Fact of the matter is that Apple is neither a watch or car maker – they make computers!   And just because Apple says something is cool doesn’t make it so.  I predict this will prove to be a major stumble for one of the world’s largest and most successful companies.

  • Ulysses31
  • BigMike213

    Garbage… I would love to have another screen on my wrist so that I can read texts and make payments with that’s not heavily inspired aesthetically and materialistically by the watches I know and love. They aren’t imitating the beautiful appeal of traditional timepieces for a high premium on a useless product, but it is a respectful nod and suggestion to make watches more modern and easy to use… I’m being sarcastic BTW.

  • shinytoys

    Hey A.A. I get it and I DIG it!

  • Evitzee

    Ulysses31  Hey, thanks for the note, it saves me the time of having to compose one myself.  Yes Ariel has convinced himself that the Apple watch will absolutely hurt the fine watch market, so we better get used to it and just open our wallets.  If we don’t want to stop wearing our Parmigiani’s, Dubuis’, whatever then we will just have to wear this Apple watch on the other wrist, but, by golly, we WILL wear an Apple watch or be considered low class.  Ariel never seems to fully understand, or appreciate, the fine mechanical watch market.  And when this Apple watch came out he immediately shifted to the mode of inevitability of this product overtaking the Swiss.  Patek Philippe, Rolex, be forewarned or suffer the consequences!

  • Evitzee

    Zeitblom  I agree, the more I see this watch the more 70’s ish it looks.  It already looks dated.

  • CG

    Middle aged guys with trendy sweaters and pouty bratty kids in tow ALL wearing Latte Proof Apple watches. What a brave new world is coming!

  • bichondaddy

    CG   Well…I only match the middle aged guy of your demographic….so I feel safe!  Although the Wine Sensor / Sniffer does sound interesting…..I don’t drink…but my wife does enjoy a nice glass of wine when we go out to dinner!

  • bichondaddy

    Well…if I was going to be interested in a Smart watch…it would be the Moto 360.  My new smart phone is the Moto G Second Gen…..and I would no problems using the two of them seamlessly…as my nephew…who is a manager at an AT&T store….. uses one all the time…and loves it.  But sense I have no use for one…unless Bionic Legs & spinal cords are going to be introduced next month ( which would allow me to go back to work )….any smart watch would be a waste of money for me.  
    I am sure there are going to be plenty of people who buy one…just to say they have one….and that’s fine.  Me…I’ll just keep what I have.

  • Shawnnny

    So, I guess you could come out with a better smart watch?

  • Shawnnny

    So, my guess is that you could come out with a better smart watch?

  • I_G

    VM1960 It’s the perfect environment for hipsters.

  • I_G

    “Apple itself was a crucial factor in the diminishment of consumers wearing watches to begin with.” How’s that? People in the US didn’t have mobile phones before the iPhone? 😀

  • I_G

    fer557 First world problems 😀

  • rclayton

    Ulysses31 Wow!  Quite an angry rant from someone whose posts I have always respected for their rationality and insight.  I think it is possible to disagree with Ariel Adams or anyone else in a calmer tone.  I am. however, interested in finding out what “stroppy” means!

  • Ulysses31

    rclayton Ulysses31 Maybe it’s a word more commonly used in Britain, but generally it means “angsty”, “petulant”, “sulking”, etc.  Well, not exactly, but those could be regarded synonyms.  I exaggerate of course for effect, though Ariel really repeats himself many times that most people don’t understand the product.  Oh to be one of the enlightened few, eh?
     I don’t think I was particularly angry, though perhaps annoyed by the extraordinary amount of coverage this particular topic is getting from ABTW.  I did include some solid facts in my comment though – I try to even if my views are not going to win me any friends.  Thank you for not resorting to the more common responses to criticism of Apple that are either “You’re just jealous”, “You’re too poor”, or “Could you do better?” – all of which are amusing and don’t deserve a response.

  • We need to step away from that knee-jerk “but they’re not *real* watches” reaction to smartwatches.

    Yes, they are.  Frankly speaking, it’s elitist to suggest that something isn’t good watch if it doesn’t last 80 years, carry a legion of moving parts or emerge lovingly hand-assembled from a Swiss workshop.  A good watch tells the time accurately, is attractive to at least the wearer, and delivers whatever other functionality the owner wants on their wrist.  That’s it.

    An Apple Watch may only last a few years and amount to a collection of silicon wrapped in steel and leather… but I ask “so what?”  Who are we to say that a person can’t find beauty in a watch with a screen on it?  Or that the sheer convenience of a smartwatch doesn’t represent another kind of beauty?  I’ve been using the Moto 360 for a while, and there’s a certain joy to it when I can respond to an important message when my hands are full, or find out that it’s warm outside without reaching into my pocket.

    If anything, we should be excited by smartwatches, not turning up our noses at them.  They could get a broader section of the public interested in watches, and redefine what a watch can be.  Your favorite watchmaker probably isn’t going away, and if it it’s somehow “killed” by smartwatches, that will still point to a thriving watch market.

  • DangerussArt Russ, it is entirely possible that we create a separate area for smartwatches in the future. I am not against that. It is odd for me as well that suddenly consumer technology products have encroached in the watch space in a way that I never could have expected. I cover smartwatches because of my genuine interest in them and feeling that they have a place in people lives moving forward. Call me keen on the topic, but it doesn’t change how I feel about mechanical watches – something that will always be of primary focus on aBlogtoWatch.

  • phsjacob I firmly believe that we don’t know that yet and that time will tell how we find smartwatches will integrate into our lives. I’m just very open minded because of the potential I personally can envision.

  • lol

  • Evitzee Ulysses31 It hasn’t been easy for me to fully articulate my thoughts about how the technology watch market will impact and live along with the traditional watch market. If you feel that I don’t fully understand fine mechanical watches I am sorry to hear that. I feel that fully understanding and appreciating traditional watches comes from also understanding the world they exist in, the competition, and the psychology that leads to wanting them. 

    What I am convinced of – based on my years of experience and involvement – is that the traditional watch industry does not act in a modern way that allows it to truly compete with competitive watch industries. What does that mean? That means that the watch industry has been able to assume that people’s wrists are empty space ready for them to inhabit. All of sudden if there are plausible and useful alternatives I am not sure how well they will be able to compete. Being snobby or simply dismissing the smartwatch as a category in my opinion will not help. I am deeply passionate about traditional watches but I am also cognizant and critical of the weaknesses in their industry and approach to marketing. I might be using a tough love tactic but I am trying to send a message to the watch industry that something big is probably coming and it will take some time for them to properly adapt. I don’t think that sitting still is the answer.

  • KPOM

    Ulysses31 ??? Did anyone bash Samsung for coming out with a new PC similar to the MacBook for $1199, except that it has half the RAM, half the storage, and a slower processor? The new MacBook isn’t for everyone, so they also kept their existing lineup.
    Enough about “Steve Jobs would never have done this.” He tried to sell us the G4 Cube and the hockey puck mouse, didn’t he? And the Apple Watch is inclusive. For $349, you get the same functionality as the one that is $17,000.

  • shinytoys Well thanks.

  • BigMike213 I agree that the take away message for a lot of people is that they aren’t device with a lot of utility. That is a very sensible take away. Having said that, from the experience I’ve had with the still new world of smartwatches I do have a feeling that in the next few years someone will trigger that “wow factor” that makes these devices make more sense for more people.

  • Ulysses31 It sounds like you took offense to my thoughts and for that I apologize. I certainly wasn’t trying to speak down to anyone or tell people that their opinions are misguided. In fact, when writing this piece I was thinking of a broader audience not familiar with watches and not even the core aBlogtoWatch audience. Though I do generally feel that the immediate dismissal of the category by some people is a decision made without sufficient consideration of the full potential of the category. I think the differences of opinions and lifestyle choices are part of what makes this industry great and I am not telling anyone that you “will love smartwatches.” Rather I am trying to say “you might end up loving smartwatches.” That decision is a personal one, and one that everyone will make independently. With that said I also feel that the Apple Watch and the smartwatch category is a bit misunderstood and judged by the deficiency of many of today’s products as opposed to a consideration of what it may become. 

    In terms of tech specs, etc… I fully agree with most of what you are saying, but in terms of smartwatches I am not sure the same logic applies right now. What I’ve learned is that performance is really about how software plays together. This for example is why some smartwatches seem handle Bluetooth well and others are constantly disconnecting and can’t be discovered again or don’t pair well to begin with. I don’t think it is fair to claim that the technology in these devices in interchangeable and that the only differences are on the outside. Samsung proved that you can’t just throw technology into a smartwatch – and that it is the software experience which is key. The Samsung Gear S ( looks amazing on paper but got terrible reviews because the impressive tech specs don’t measure to anything without a proper software experience to handle it all in terms of the back-end as well as the user interface. 

    My belief is that we all want the same thing – which is a watch on our wrist that we love and that makes us feel something. I truly believe that competitive for what that is going to be will change in the future for us traditional watch lovers. Maybe it won’t and this smartwatch thing is just a fad and that nothing else of importance will compete with our ability to wear mechanical watches. I won’t tell anyone here to wear anything they don’t want to, but I am personally mentally preparing for a time in the future (near or far) that I might have to make decisions from day to day in terms of what I am going to be wearing. Maybe the Apple Watch will be the item that changes the game for smartwatches and maybe it won’t I don’t think I will be able to comment on that until I’ve worn one for a while. 
    In terms of Apple I’ve also had some personal interaction with their people – many of whom have been wearing Apple Watches for a while and have interesting things to say about it. I’ve been asked to keep most of those conversations off the record, but I feel like I know enough to say that even those skeptical internally at Apple are now exciting about this product. Just like debating over watch size the smartwatch debate seems to involve a lot of emotion and passion – which is a good thing. I want to keep the conversation going and make everyone feel like their constructive thoughts and opinions are welcome.

  • Ulysses31

    aBlogtoWatch Evitzee Ulysses31 I’m not doubting your knowledge of traditional watches.  I was referring specifically to what increasingly comes across as a blind faith in this new and as yet untested smartwatch category, specifically the iWatch.  

    The Swiss watch industry responded to the quartz crisis (which was largely a crisis of their own making, by resting on their laurels much as you could say they are doing now in response to the current smartwatch threat) by moving themselves up-market beyond the reach of the mainstream, thus feeding the image that they were more special than the more common quartz timepieces.  

    The Apple smartwatch, while not being nearly as refined or requiring as much skill to produce as the average Swiss mechanical we’re used to (things we typically value about mechanicals), is trying to invade that segment by pricing alone.  It’s a ballsy move because it leaves the Swiss with nowhere to go but further up, which, considering the trend of increasing prices of mechanicals over the years, would only serve to further alienate them from their usual customers.  The thing is, though they may be aiming at similar price categories, they are not similar products.  

    It feels like a technological version of the Emperor’s new clothes.  This product is being hailed as something akin to the second coming of Christ and as the doom of the Swiss watch industry, but I have my doubts.  As I said, they are different products.  I don’t think anyone would swap their mechanical for a smartwatch because they represent different things and fulfil different desires for the customer.  Is the Swiss watch industry doomed?  No.  Should it be scrambling to meet this perceived threat?  Hard to say.  They should be more open to the changing demands of their customers, but I don’t think a hybrid-type device is necessarily the answer.  I just get sick of the postulation that this is a home-run for Apple when it is yet to even hit the market.  Remember that Apple iterates on a relatively slow yearly cycle (usually) and the competition don’t operate under such restrictions.

  • BillyBobBobton

    I think ABTW would be remiss not to give the attention it is to the iWatch.  I have loved watches since I was 6.  And, at almost 50 now, that love has only grown.  While mechanical movements will always be my favorite, I can’t help but be intrigued by the potential of the smart watch.  I don’t know if Apple will snag me with version 1.0, but I wouldn’t bet against them getting my money sometime down the road.  I’m just too fascinated with watches, in general, to say never, ever.

  • Ulysses31 Evitzee Sensationalism is an all to common side effect of news and you are correct that many people are claiming that smartwatches spell doomsday and the end of the watch industry. I think that is rubbish. I think that while watches will have more competition from technology items in the years to come there will be a net benefit for the watch industry in terms of increased exposure and awareness. Just think about it, what is just a few more people out there knew about a few more watch brands because they are now paying closer attention to what is on people’s wrists. That for me is exciting. Also, smartwatches are inherently going to demand your attention and be better for work time, etc… For this reason I think there will be times in each day when people want to wear their “silent watch” which is going to be a more traditional watch – and there will be value in that as well. Overall I think that while the lower-end watch market is going to be more effected, the high-end watch market will ultimately benefit from all of this. 
    It is also easier to be skeptical and closed to new technology that is unproven and has places where you can poke and prod it for obvious faults. Personally, I recognize that a lot of smart people with a lot of good ideas are working to bring cool smartwatches to life, and I am going to try and do them the honor of engaging them with an open mind as someone who is genuinely eager to see how the wrist watch may evolve.

  • Ulysses31 rclayton Apple may never fully romance traditional watches lovers and there are always going to be people who simply don’t want a smartwatch. I also think that Apple being Apple they are an easy target to criticize. I myself don’t use an Apple computer and would not buy a lot of their products for lack of interest. I never purchased an iPod and have yet to purchase a single song from iTunes.

  • SantiagoT

    aBlogtoWatch Ulysses31 rclayton If you cut your Apple products into halves and count the rings you will know how many times you have updated iTunes.

  • Dick Move

    The deal killer for me is that the steel bracelet versions are way too plain for $1k.
    A shame that the model with state-of-the-art materials and finishing is so unattractive.  Maybe with all the DLC it is too stealth to really notice.  I’ll have to see one in person.

    The Sport versions are actually competitive price and design wise with the $500 Garmin and Suunto units.  If you’re only wearing it for exercise tracking, you can take it off and charge it when you change into your civvies.  My cheapo Suunto HRM unit is total garbage, even for short-term use, so I can definitely see the value of the Sport versions.

    OTOH, Apple lately seems to have lost the ability to make its products work together properly.  Ask me about AirDrop.  J/K, I don’t want to talk about it.

  • rclayton

    Ulysses31 rclayton Thanks.  Actually I was an early adopter through Kickstarter of the Pebble smart watch.  I found it basically useless except for a golf program (distance to hole, score, etc.) and have worn it maybe a half dozen times.  No intention to buy an Apple watch, although I love my new iPhone 6+.  There is no accounting for taste!  I can’t wait for an opportunity to use “stroppy” in the states.  There are a lot of Brits in FL and I am sure they will get a kick out of it.  Keep your comments coming.  They are always interesting.

  • Ulysses31

    rclayton Ulysses31 There will always be specific use-cases where smartwatches and devices like Google Glass would be useful.  These include fields like sports and industrial applications.  It’s the idea that the average Joe needs these things that I find a hard sell.  Smartphones are great but they already do so much stuff i’m pretty sure I would never use them to their full potential as it is.  I’ve played with the iPhone 6+.  It feels good in hand and is definitely quite a sleek object.  I do feel conflicted though about this type of product, which is built to be very luxurious and solid, which seems somewhat at odds with the fact that people tend to upgrade every couple of years.  That goes for most of the high-end phones.  I’m thinking of e-waste and energy usage involved in production.  These products are designed to last a lot longer than the manufacturers would want us to keep using them.  In the case of a watch there’s even less reason to upgrade after you have one, especially if you paid a good chunk of money to get it.

    I was thinking how it might be interesting if Apple had decided to engineer a tiny Stirling engine and built it into the watch.  These are very simple thermal engines and are commonly used in deep space probes to provide power – they are highly efficient and scale well.  It would run off the heat from the wrist and power a dynamo keeping the battery topped up.  The Swiss have put little barometers inside watches so I don’t see why it couldn’t be done.  Your watch would quietly tick too, just like a mechanical :P.

  • spiceballs

    Ulysses31 rclayton  mmmm – –  stroppy = ballsy?

  • phsjacob

    aBlogtoWatch phsjacob I can accept that some people may find functionality in some of the features it offers. But in general, I think that this is just another example of the increasing over-technologization of our lives. It’s like self-driving cars, or all the other ridiculous gadgets at last year’s Consumer Electronics show. As a society and as humans in general, we’ve got along just fine without these things for a long time, as opposed to useful technology, like antibiotics, refrigerators, and wristwatches. 
    I didn’t care about wristwatches at all until I was put into a situation when I didn’t have my cell phone and I really needed to know what time it was. Since then, I’ve become very passionate about them and I love their beauty and functionality. So I really feel like the Apple watch will never be a good option for someone like me who needs a waterproof and generally tough everyday timepiece that never needs to be charged up. I really appreciate the beautiful aesthetic design of the Apple watch, though.
    My watch: Citizen BM8180-03E

  • Lokifish Marz

    aBlogtoWatch Ulysses31 I’ve had my feet in both camps for a very long time. My first smartwatch was a Fossil/Palm, my first real watch was a Tissot SeaStar Auto (c. 1974) which I received in the mid-80’s. I also have had my hands in the smartwatch world itself in many areas, and across a couple of companies and devices. 

    Neither camp gets the other. You can’t even get to smartwatch camp to agree with itself, which was the main reason I eventually quit smartwatch design and development. But hopefully I can clear up some things for the watch only camp.

    Gadget junkies- Newest device is almost always the greatest thing ever, and nothing can be better than that newest gadget. That is until the next gadget comes out, then the previous gadget is garbage, and always was garbage. This is generally your Android crowd.

    Fanboys- Newest device from their favorite brand is almost always the greatest thing ever, and nothing can be better than that newest gadget from their favorite brand. That is until the next gadget comes out, then the previous gadget is garbage, and always was garbage, but is still superior to any other brand. This is generally your Samsung and Apple crowd.

    Specs junkies- Only the device with the best specs is superior. It does not matter if the implementation, support and QC or poor. Superior specs win.

    The smartwatch fans are usually a combination of two of the first three groups. Many of them don’t care if it will be outdated in a year because smartwatches are throw away devices. Many don’t care if it has to be charged every couple days, but once or twice a day is abysmal even be their standards. However most of them also, and the average smartwatch consumer, can’t tell a Rolex, or Omega, from a $60 Casio most of the time unless they can see the logo/name. Now for the rest.

    Could care less- This group doesn’t really care about specs, or brands. Just as long as it’s a brand they heard of, and has a high perceived value factor. They are the watch world equivalent of the sub-$100 watch buyer and is your average smartwatch consumer.

    All factors weighed- This very small crowd weighs cost, specs, support, quality, and so on, with no regard for brands, opinions, marketing, or fluff. This makes up about 1% of the market at most, and is statistically irrelevant. The creators of Pebble, Meta, and Cookoo are from this group.

    Once you truly understand this way of thinking, the entire mobile market falls into place. So, it has nothing to do with it being a good product, or that there are already multiple iOS compatible smartwatches already. It’s a new device, and has the Apple name on it. Apple has a very large fanatical user base, and Apple products either fail horribly or do freakishly well. That is how the Apple watch is the threat and worth covering.

  • bdekok

    SuperStrapper 1st Gen iPhone, mint in a box …. definite collectable that someone will pay you good money for.  One was for sale 2 or 3 years ago at around $10,000.00 on eBay.    ….idiots

  • aBlogtoWatch, are you sure that the designers were filled with appreciation and affection for traditional watches and not for pill and sniff boxes?

    In all honesty, this watch may be the first product after Jobs, but I suspect that it would be one of those ideas he would scream it of his office, as he was known to.

    Before losing their hands, Apple lost its head.

  • aBlogtoWatch, I just wish that I could articulate in writing just 10% as you can, especially when challenged.

  • Quijote aBlogtoWatch Thanks and thanks for all the great comments.

  • Ulysses31 rclayton The fact that each smart watche model sells in the teens or hundred of thousands is perhaps not so much an indictment on them, for some are fairly well executed, but the size of the market demand for such gizmos. Methinks that Apple’s watch will merely compete for a slice of this pie, without necessarily or significantly enlarging it.

  • aBlogtoWatch phsjacob I forgot believe that you are wrong. The Apple watch is not different from other other smart watches, which have been around for a while. The fact that such market is rather dwarfed by other mobile devices is more an indication of the quantity of the demand for such products than of the quality of the offerings.

  • ScubaPro I work at a major manufacturer of electronic devices, including mobile ones, along with other engineers deeply interested and enthusiastic about technology. This afternoon, we gathered around in a cube to laugh at Apple watch. Enough said.

  • VM1960 They are geniuses, agent they?

  • fer557

    Quijote Ulysses31 rclayton The smartwatch pie will increase at least 25% in one year.

  • oroloi

    Quijote aBlogtoWatch

    I agree with you and was thinking the same thing.

  • oroloi

    Another enjoyable read and I must say I share your views about the Apple Watch. I notice a lot of negativity from people here not wanting to except people’s interest in the Apple Watch. I have a friend that loves pigeons, me, no interest at all yet we are great friends and I’m 100% happy for him. It shouldn’t matter to uninterested people if the Apple Watch will be a huge success. You will always be able to enjoy the watches you wear now, and thats what matters 🙂

    Like many here I have an interest in fine swiss mechanical watches and I must say a huge interest in the Apple Watch and can’t wait to get the Stainless Steel with Link Bracelet.

    Maybe you too will be waiting in line 🙂

  • Can we at least try to be objective and use the blog’s own watch buying guide for watches under $1000?Sapphire Crystal: nope.Solid metal construction: maybe steel (but not quite gold for the midrange version).Swiss or Japanese movement: kinda yup, it’s an Apple “movement”.Solid construction: nope.Designed by watchmakers: nope.Locking deployant clasp on bracelet: nope.Weight: nope.Signed crown and buckle: nope.Good dial illumination: nope, it’s not always on.Consistent pricing: yup.
    Total: 2.5/10I’ll just leave this here and let the score speak for itself.

  • fer557

    Quijote 1) It does have sapphire crystal (steel & gold versions)
    4) It’s 316l steel so I would say yes
    5) I believe that’s why they hired Marc Newson
    6) Doesn’t it lock with those things you pinch on the side of the bracelet?
    7) If it has high quality steel, and it does, I would argue the weight segment would be in favor of the watch

    So I would say it warrants a higher score.

  • 1. Yup
    4. Nope. It’s just a frame for the front glass and the sensors, taptic actuators and charging contacts.
    5. Nope. He came in too late to have taken part in it.
    6. Maybe. Most use pins or magnets.
    7. Nope. See 4.
    4.5/10. Total

  • fer557

    4) & 7) How is that different than a watch case w/o glass, movement, buttons, crown, and case back? It’s machined from a solid block of 316L SS. See pics Rolex vs Apple Case. If you want to argue that the caseback isn’t solid since it needs holes for sensors etc, then you are right there but the splashproof water protection is on the same level as many sub $1000 watches.

  • fer557 You are right, of course. But reviewers said that it’s lighter than regular wawatches and other smart watches, like the Moto360. Maybe they confused aluminum with steel. Yet, I’m trying to figure out why this is so. Perhaps it’s not milled, but stamped. Perhaps it uses Apple steel, mixed with ceramics, like it’s fool’s gold edition. Who knows? But the word out there is that it’s supposedly light.

  • darwiniandude


  • ow
  • MichaelSteeber

    ow the comments on this article are brutal. so many angry watch people

  • ow

    MichaelSteeber they’ll see lol

  • kylesethgray
  • MichaelSteeber

    ow i learned that watch fanboys are as bad as tech fanboys

  • ow

    MichaelSteeber or maybe even worse

  • kylesethgray

    MichaelSteeber ow hey.
    I don’t see anyone say things like “omg you don’t wear watches wtf” as much as people with phones are criticize.

  • kylesethgray

    MichaelSteeber ow whoops. Didn’t know you were referring to comments. Yea those people are dumb

  • MichaelSteeber

    kylesethgray ow these people won’t even acknowledge that the apple watch is a watch

  • kylesethgray

    MichaelSteeber ow theyre the worst kind ofppl. I wear Timexs or Nixons. Some fancy, some cheap. I don’t see the point of being stingy

  • ow

    I love that the comments on this article are watch nerds fighting over if the Apple Watch is a watch or not

  • MichaelSteeber

    kylesethgray ow the last watch i wore was in 2007 and it cost $5 at walmart

  • ow

    kylesethgray MichaelSteeber oh god everything we say here appears in the comments

  • kylesethgray

    ow MichaelSteeber what

  • kylesethgray

    ow MichaelSteeber oh my god someone wrote an essay in the comments

  • iquidus

    ow I’m confused as to why everyone is behaving like the apple watch is the first and only smart watch.

  • manan

    ow BS.

  • MichaelSteeber
  • ow

    iquidus it’s the first one to actually thoughtfully build the hardware in an attractive way

  • ow

    MichaelSteeber kylesethgray I wear a watch every day D:

  • kylesethgray

    MichaelSteeber ow lol that’s not a watch lol

  • kylesethgray

    ow MichaelSteeber same. I own multiple. 😀

  • iquidus

    ow I still prefer the look of the the moto 360 or LG G watch R. Never been a fan of square watches (touchscreen or not)

  • iquidus

    ow in saying that tho, im not exactly known for my fashion sense xD

  • MichaelSteeber

    ow kylesethgray I will again soon

  • ow

    MichaelSteeber kylesethgray ugh i want to get this thing but I also hate betting on gen 1

  • kylesethgray

    ow MichaelSteeber might as well get it while it’s shiny and new

  • MichaelSteeber

    ow kylesethgray I like buying gen 1 for collectors purposes

  • jeremybank

    ow suddenly everyone’s a watch expert heh

  • ow

    MichaelSteeber kylesethgray true… I’ll just be pissy if I spent like $799 and then it was superseded quickly. Unlikely though

  • MichaelSteeber

    ow kylesethgray just buy a new one every year

  • kylesethgray

    MichaelSteeber ow see I don’t think that’ll be necessary. Sure: better screen, thinner. But iPhone does processing. ¯_(?)_/¯

  • MichaelSteeber

    kylesethgray ow for now! What happens when the native sdk rolls around and the S in S1 stands for slow

  • ow

    kylesethgray MichaelSteeber I don’t see it getting thinner but I do think better battery maybe. I doubt it’ll be twelve months

  • AdamDempsey

    ow can it tell the time? If yes it’s a watch. Simple

  • DuffyMoon

    Quijote 5. Nope.  He came in too late to have taken part in it.

    You think? …

  • DuffyMoon

    The Apple Watch is no more the first smartwatch than the iPod was the first MP3 player, the iPhone the first smartphone or the iPad the first tablet.  But given Apple’s brand, approach and implementation, it will likely be the first to make the category mainstream and rightly or wrongly, will be perceived by many as the first.
    To me, comparing to a Swiss Timepiece is apples to oranges – both have common elements but are not the same thing.  
    One could reasonably assume this thing will  be as much a ‘watch’ as the iPhone is a phone.  That is to say yes, they will both serve those functions, but people will mostly use for other things – the iPhone is a small computer that happens to allow phone calls.  Calling it a phone was the best way to introduce to the market due to our familiarity with mobiles at the time.  The watch will perhaps be utilised by most as a quick comms/notification device and/or health related tracker, maybe a home remote and other things..  
    The time element will be useful of course, but for the majority of users – especially younger people who may never have owned a watch, that’s a comforting/familiar name for a device on the wrist, but it won’t be why they buy it.  
    I own a steel Rolex Daytona and I love it.  But I’ll buy the Apple Watch too as I think it will be fun.  Something less expensive so that I don’t wear my Daytona (my only watch) all the time.  Something I can use to communicate with my partner & any friends who also own one.   I cycle & go to the gym, so am also interested in how much value it may or may not add there eg with the Strava app.  
    That’s enough to justify a purchase for for me, it likely won’t be for many.  But I don’t see why there needs to be so much rage about it.  Owning a traditional watch and wanting to try out a new fun bit of technology don’t have to be  mutually exclusive positions, surely?

  • Silverfox09

    jseths Great PR! Did some one at Apple write this?

  • jseths

    Silverfox09 silly. Look at the site. It’s a watch site. The writer’s a long time watch expert. What would they have to gain from promoting?

  • jseths

    Silverfox09 there is no @ ? Twitter acct btw

  • shih

    Just a few simple questions for all of us to think about! We say how good this apple watch is…… How long will it last..battery and display! All these has a life span.. would you take your watch off to charge twice a day, sorry not me! I stick to my mechanical watch. Less than a year you will find so many second apple watches you can pick up for next to nothing… if I need one I can wait for the time.


  • neilcybart

    abdophoto that comes off as incredibly apologetic to the current watch industry.

  • stvnsnthn

    neilcybart abdophoto I’d love to know when Tag, Goog and Intel first spoke about their partnership. Guessing not before September 2014.

  • neilcybart

    stvnsnthn abdophoto I would say late 2014. Biver even said Google engineers have only been in Switzerland for a few weeks.

  • abdophoto

    neilcybart stvnsnthn That wouldn’t shock me. Earliest it could have happened was post Apple Watch keynote in October.

  • stvnsnthn

    abdophoto neilcybart Safe to say anything they bring to market will have had 2 fewer years of integrated development.

  • neilcybart

    stvnsnthn abdophoto what did he call the “trendsetter”? I simply could not figure it out.

  • andrew88fields

    abdophoto hopefully that doesn’t include customers in the short term lol

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