Analyst: Apple Watch isn’t about sales — it’s about ‘war’

“The Apple Watch release is around the corner, with the much-awaited product available for pre-order on Friday,” Alex Rosenberg reports for CNBC.

“And according to one close Apple watcher, Max Wolff of Manhattan Venture Partners, Apple’s goal is not to generate a huge amount of sales with its watch, but to fire a shot at its tech competitors,” Rosenberg reports. “‘It’s really a way to push Apple Pay, which is really important, and to push the iPhone 6 Plus, definitely the iPhone 6. And it’s just another reason to be in this ecosystem, right? Because this is a war. This is basically four companies now that want to control everything a consumer does online — Facebook, Apple, Google, Microsoft,’ Wolff said.”

Read more in the full article here.

MacDailyNews Take: For Apple, it’s not about “war” per se, it’s about making life easier for users (as well as fixing something Apple created).

As we wrote on January 30th: With iPhone, Apple changed the fabric of our everyday lives: All around the world today, you see people constantly pulling phones from pockets and staring at them. With Apple Watch, Apple will change behavior worldwide once again. A quick glance at your Watch and you’re off. No more smartphone zombies. Watch and see.


  1. Sorry. It is not about war. It is about who can throw the best party. Think about it. This is why Apple invariably wins. Their competitors think they are fighting a war. Only Apple knows it is throwing a party.

    1. It’s not about war, it’s about adapting and flourishing in a changing environment.

      Apple’s “i Ecosystem” has demonstrated a robustness that no other has been able to compete with.

      1. Please forgive my son. He didn’t get enough air when he was first born and we usually keep him under a bridge but some times he gets out and goes to those internet cafes to get back at the world for his condition.

        It’s not his fault that he is that way. I should have fished him out of the white porcelain swimming pool faster or just flushed him down right away.

    1. Dominance can come from two sources: Force and Attraction.

      Force is what happened with MS in the ‘80s and ‘90s when IBM started using the MS operating system in their personal computers. “You can’t go wrong buying an IBM” was the sales pitch. Later, other PC makers began to say “IBM compatible”.

      So, Force, means IBM singlehandedly put MS on the throne. software of every kind as written for “IBM compatible” computers.

      Apple, the underdog, took a different route. Partially because they had to and partially because they had a fundamentally different perspective. “The computer for everyone else” introduced different fonts, graphics, program switching, spreadsheets, word processors, etc. Apple made computing fun. They paid attention to ordinary people and what made computing fun and easy.

      MS, on the other hand persued its “developers, developers, developers….” ad nausium, beuase they had the business world wrapped up.

      When Apple switched to Intel chips and could run Windows better than a Windows machine, the end was in sight. Friendly Apple vs Bull in the China shop MS.

      Then Apple took off. iPods, iPhones, iPads, Retina Screens, Watches. Apple integrated our lives around all our devices, making them work seamlessly.

      MS plodded along with “developers, developers…(gaag!)” and feeble “me too” attempts to get in on Apple’s innovations. With every other OS release, they defied logic and sold and crammed substandard software down reluctant user’s throats.

      If you look at the management of IBM, Apple, and MS, which one would you want to be stranded on a desert island with?

  2. I wouldn’t say Apple created smart phone zombies, an earlier archetype existed prior to iPhone, creating Blackberry jams in hallways, on sidewalks, etc.

    But yes, Apple wants to fix a problem — that we’ve all abandoned our wrist watches.

    1. No. We may have abandoned our watches – but that isn’t the problem.

      The problem is that many people have become glued to their iPhones and walk around all day, every day staring at the screen of their phone. Regardless of their situation, commuting, sat in meetings, shopping, in a resturant, on the beach, driving a car ….. you know the situation.

  3. Apple Watch is not about war – it’s a trap for the unwary.

    Apple’s rivals look towards Apple to see what the next trends will be in technology and then try to sell their own versions. The reasoning being that if Apple was making money from iPods, then phones, ultra books, then tablets and shortly watches, then those rivals should also be able to grab a slice of that pie too.

    Lots of manufacturers got their fingers burned over “iPod killers”, lots of major phone manufacturers have seen their business turn to dust, ultra books didn’t prove to be a big money earner and mis-conceived tablets have cost some companies a fortune.

    If a company looks at Apple Watch and imagines that they can rapidly cobble together a product that will earn them a quick buck, they’re going to lose money. Few would bet against Apple making significant profits from sales of Apple Watch, but it would be a brave ( or foolish ) person who would bet that Apple’s rivals will make significant profits from selling watches.

    Nobody is forcing these manufacturers to offer smart watches, they are consciously choosing to embark on a risky course, but they don’t appear to have thought through what their business model is, or what their chances of success might be.

  4. Apple makes things that they themselves not only love, but changes their life. That’s the bar that they set out for themselves.

    Most companies set out to make a product to fill a need and make a profit. Those are still worthy goals but they don’t instill the passion, desire and vision to do what it takes to compete with Apple. And too often, they get weighed down by anchors whereas Apple is not afraid to cut a lifeline or cannibalize their own product for something better.

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