Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life.
– Steve Jobs
Big choices. That’s what the Apple Watch was about. It is a symbol of Apple’s foray into fashion. There is no doubt about it, this is a fashion play. In the tech space, price tags of $10,000 are reserved for supercomputers and professional equipment. But a watch is a statement on fashion and, in this scenario, wealth.
Apple has evolved, from its humble beginnings into a social status symbol. With the introduction of the Apple Watch, they are taking it to the next level, from passively enjoying their perceived status symbol to fully embracing, and even flaunting, it.
Although I am skeptical of the watch and its purpose, I welcome their innovation into a new space. Apple has billions of cash in the bank, and it is time for them to take a risk. I think all invested parties, from developers to stockholders, will be pleased that something new and noteworthy has emerged from Apple’s super secretive R&D lab.
So what does this mean for the developers? For the big players, it is another way they can differentiate themselves. The battle for user attention is at an all time high on the smartphone screens. Big developers can afford to utilize the second screen of the watch to continue capturing the user’s attention; constantly pinging them, reminding them that, “Hey, this app is still here – check it out on your watch or your phone.”
After taking a break from Pxture and messing around with WatchKit, Apple’s developer tools for the Apple Watch, I definitely see some potential. It is clearly designed to be used sparingly and for short periods of time. It is almost strictly design for notifications related to app’s you already have installed on your phone. It is designed for active, busy folks who have money to burn. I can see professionals using it to remind them of meetings, appointments and errands. For similar reasons, I can see busy parents using it as well, and I can definitely see athletes/gym-goers using it to track progress. However, I can’t picture teens using it. They’re constantly glued to their phones and they have no real reason to put it away. Perhaps Apple will eventually aim their marketing towards teens, but for the moment, it is aimed at those who can afford “luxury tech.”
It’s an interesting and grand time for technology. As components get smaller and smaller, it becomes easier for companies to get creative and put displays on otherwise unimaginable places. It all started with a screen in your living room, then one on your desk, then one on your lap, and finally, one on the palm of your hands. Now Apple is betting that jewelry and fashion will be the next frontier that screens will conquer. Only time will tell.