iWatch will prove Apple as a luxury brand and a brand powerhouse

“Two recent developments suggest that Apple will use and extend its brand power as the primary engine of adoption for its forthcoming iWatch,” Anthony Wing Kosner writes for Forbes.

“The first is the launch of the first smartwatches with the new Android Wear OS highlighted at Google I/O. Although many early reviewers have complained of the constant buzzing of their wrists while wearing the Samsung Neo and the LG G Watches given away at the event, it is clear that (once the kinks are worked out) Google Now on your wrist is a winning (and Apple-beating) proposition,” Kosner writes. “The second is the hiring by Apple of Patrick Pruniaux, former sales director of Swiss luxury watchmaker TAG Heuer to join Angela Ahrendts (ex-Burberry) and Paul Deneve (ex-Yves Saint Laurent) in a fashion triumvirate in Cupertino. If the iWatch were to follow Apple’s existing product pattern and launch with one or two model and be sold through Apple’s current retail channels, why would it need these heavy hitters?”

“The answer, I think, is that Apple has realized that their traditional pattern will not work at the scale it requires with the iWatch,” Kosner writes. “How do you convince the mass of consumers to consider an iWatch to be a necessary accessory for 21st century life? Make it a fashion-forward, celebrity-endorsed object of desire. Make it aspirational (to use the technical marketing term.) And then, once its value and exclusivity is established, transform it into an ‘attainable luxury,’ much like the iPhone has become. ”

Much more in the full article – recommended – here.

Related articles:
Don’t tell Apple’s iWatch what it can’t do – June 30, 2014
After Google’s lackluster Android Wear demo, Apple’s iWatch is cleared for takeoff – June 26, 2014
Apple’s iWatch could be the next big sports fashion accessory – June 21, 2014
Apple enlists MLB, NHL, and NBA pro athletes to test iWatch fitness capabilities – June 20, 2014
Kobe Bryant seen on Apple’s Campus reportedly meeting with Jony Ive about upcoming products – May 15, 2014
Apple’s iWatch awaits FDA approval; device to include blood glucose, sweat analysis sensors – June 20, 2014
Apple to begin mass production of 2.5-inch iWatch with wireless charging and pulse sensor in July, sources say – June 19, 2014
LG to supply Apple iWatch display in two sizes for late 2014 release, sources say – April 15, 2014
Apple’s iWatch said to come in two sizes, high-end model to cost several thousand dollars – April 10, 2014
Apple iWatch to sport 1.52-inch curved OLED, set for summer launch, report claims – January 20, 2014
Clueless companies race to debut stupidwatches before Apple defines the smartwatch – January 3, 2014
Apple to make two iWatch models: 1.7-inch display for men, 1.3-inch for women, sources say – November 13, 2013


  1. I think there will be an over-$1000 model and a $399 model with color options for each. The former will be fashion-forward and gorgeous in a “craftsmanship” sort of way. The latter will be sleek/beautiful in a typical pared down Apple sort of way.

    These products will take the place of iPhone/iPad at the center of Apple’s vision, making everything else a peripheral that works best only when you have your wearable on.

    Finally, I think the general category of “wearable” will include something for the non-wrist oriented people. Probably headphones. That covers the real youngsters who just won’t even consider putting something on their wrist. It’ll have fewer sensors than the watch, but will have the essential ones.

    1. humans put things on their wrists. They”ll sometimes forego food just to get something onto their wrists. It’s what they do. Monkeys pick fleas and fold banana leaves into airplanes. Humans, on the other hand, put things on their wrists.

      I think the important thing for the iWatch is to have design subtlety. I certainly don’t want my iWatch screaming to strangers, ‘hey, hey, hey, hey i’m an iWatch, I’m an iWatch!!’ For me, a strangers first thought should be, ‘mmm, nice rear end, oh, is that an iWatch?’ I want it to be understated and elegant and not competing with my primary asset. Of course, I want it on my wrist. I’m human. It’s one of my foremost primal instincts. sheesh 🙂

      1. Because adornment fulfills a fundamental need for primates, attire, cosmetics, hair styling, body piercings, tattoos, and jewelry are big business and always will be. Males are as susceptible as females in this mating game, their protests to the contrary.

        Thus fashion, style, panache, and the marketing of such, are essential elements of any serious company’s outreach to consumers: playing on their evolutionary keyboards to evoke an impassioned response.

        Species differ in their specific signals, however. Chimpanzees don’t bother with bracelets, and I rather think your ‘primary asset’ translates better to the baboon than the human. Although some men obsess over it. I hope they’re your type.

  2. Maybe Apple is working with some real watchmakers to connect with the iPhone and do what we all think iWatch is supposed to do but with real watches! Why can’t Apple do with watches what it is doing with cars? Why not a Rolex or a Fossil or an ICE that has Bluetooth connection to your iPhone with all the sensors in it? Why wouldn’t Breitling want to be in bed with Apple?

        1. I think an Apple ” Bracelet” to go with many existing watchmaker faces may have merit.

          All the sensors, BT, etc. in the bracelet with your Rolex watch face.

  3. I’m still skeptical about the usefulness of any smart watch. I stopped wearing a watch when cellphones started having clocks and were small enough to fit in a pocket. Health monitoring features will only be of interest to the average health nut or seriously ill person.

    I’m interested to see what Apple comes up with but I don’t see myself being part of the target demographic. But who knows? Apple may yet surprise me.

  4. Check out the Emerald Chronometer for iPhone app — if only Apple could put some of these example watch faces on the iWatch. I have actually sought to purchase a watch with real functionality.

  5. I could see Apple creating a market for third party fashion accessories with iWatch. Various covers in plastics, metals & etc. designed by major players in the fashion industry could help personalize your iWatch, if that’s the direction Apple is taking it.

    1. I think Apple’s had it with third-party accessories. They shed blood, sweat and tears to make a gorgeous iPhone and iPad and people enshroud them in 50 cents work of rubber (which they paid $30 for). Liquidmetal and sapphire are to make devices that don’t need bumper cases.

      1. Apple’s online store currently expends more effort displaying 3rd party accessories than it does Apple’s own products. A person new to Apple’s hardware would never be able to find things like an Airport Express or Time Capsule because Apple is specifically pushing cheap junk to wrap around your iphone and iPad.

        Moreover, to all casual observers, Apple hasn’t shed significant blood, tears, or sweat on the iPhone design since the iPhone 4 was released and Antennagate forced Apple to offer rubber bands to dissatisfied users. No subtle tweaks since then has made subsequent iPhones more attractive, unique, nor more ergonomic. From a distance, they all look the same except perhaps the iPhone 5c, which made the iPhone 5 into an ugly color made uglier by Apple’s silly silicone covers.

      2. Anodized aluminum isn’t particularly scratch resistant unless it’s HAIII (which Apple doesn’t use). Enjoy your unprotected scratch magnet while I sell my pristine used iPhone for almost what I paid for it.

        I always get a good laugh listening to people whine about broken phones when cases and Applecare are so cheap.

  6. I think it will not be an iWatch unless it is tied to the Apple TV (watch a “screen.”)
    I believe Apple will continue the iP naming series by calling it the iPulse and marketing it as the center (pulse) of your “connectedness”. The pulse name will fit in with all the obvious health applications but also can be thought of being core to “the pulse (beat or Beats) of your daily life.” Many very moving commercials showing that theme will immediately follow its announcement.

  7. When Apple introduces something, I’ll make up my mind then. Until then, this is all speculation and rumor. In short, hogwash. I make it a habit to be a few weeks behind the new adopters of “things” just to watch the press and see how it all falls out. Software updates just the opposite. I want to be first in line every time for those.

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