Tim Cook shouldn’t be telling people what the Apple Watch can do

“Allister Heath’s account Friday in the Telegraph of Tim Cook’s visit to an Apple Store in London reminds me of the free advice Above Avalon’s Neil Cybart gave last month about how to sell the Apple Watch,” Philip Elmer-DeWitt writes for Fortune.

This will be just like the iPhone: people wanted it and bought for a particular reason, perhaps for browsing, but then found out that they loved it for all sorts of other reasons.Apple CEO Tim Cook

“People are overthinking it, he says. This talk about monitoring heart rates or opening car doors — two things Cook mentioned Friday — has its place,” P.E.D. writes. “But ticking off a list of use cases, says Cybart, is not the marketing message that will sell the thing.”

Read more in the full article here.

[Thanks to MacDailyNews Reader “Dan K.” for the heads up.]

Related articles:
Tim Cook: Apple Watch will replace your car keys, make you want to wear a watch again – February 27, 2015
Don’t focus on Apple Watch Edition pricing – February 25, 2015


  1. What should he be telling people?

    We’re coming out with this watch thingy. I’m not going to tell you what it will do, but we would like you to buy one.

    Yeah, that’s the ticket…

    1. If Apple does not say anything about its new products in the pipeline, then the company is blasted by the media. Now Apple says something about the capabilities of a new product and it gets criticized… Fortunately, Apple just follows its plans and ignores the noise.

  2. 1) It steers media attention toward Apple and away from next week’s Android (err, Mobile) World Congress.

    2) We’re going to find out within two weeks anyway, so how does it hurt anything to let little teasers slip?

  3. Talking about two features doesn’t necessarily mean he’s spilling all the beans. These could be teaser features to whet the appetite by showing two examples of wildly unrelated conveniences.

    I see these controlled “leaks” as more like appetizers to keep the guests preoccupied while the chef prepares the main course.

    1. Apple would never be that gimmicky… If they use the PrimeSense tech it’ll be more for things auto-pause when it sees you get up, or facial recognition and automatically brings up your favorites, etc.

  4. I disagree with the writer.
    The little things he is letting out today will be buried on the day of the big demonstration. But today, he is getting lots of press for them.
    And press for the upcoming event.

  5. Wait for Apple Watch 2, 2016

    Slap band!
    Thinner (7 mm!)
    Mood color change! (Also featured on Apple Ring, 2017)
    No more crown—scroll knob!
    Now 5 inches wide. (Samsung released a widescreen version in late 2015)

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