1. Summarizing the case (20 points) 2. Indicating the problem in the case (20 points) 3. Answering the questions of the case (30 points) 4. Informing of the current situation about the problem and the company (20 points) 5. Providing resources (10 points)

HAS THE DEATH OF THE WATCH BEEN Creative Strateges analyst says, "the flexbilay of "glanceable GREATLY EXAGGERATED? APPLE GETS information" is more valuable than poople realize today" He INTO THE GAME also mentions that the new watches will offer options for nonverbal communleation. tapping a button to send a message, for It used to be that putting oe a watch was just a standard part instance. Apple CDO Thm Cook calls it "the most personal device of getting dressed in the morning. How could you hope to move we've ever created- it's not just with youl, it's on you and claims succesffully throughout your day, making it to appolntments that it's the most advanced timeplece ever created, perikd. on time. If you neren't wearing a watch on your wrist to let you Analysts forccast that Apple will ship 7.5million watches know what time it is? in the months following its introduction, fsut criticsstill wonder Today bowever, we're surrounded by tectuology devicrs at If consumers can be convinced that there's a real necd for the wokk. houate, and even away fron boene that Feadlly display the devices. On top of that. there's a potentially saturated market to time of day. The outcome? Many have come to view the personal consider, with 10 million competing smuartwatches shipped in watch as an unnecesary device. As a result, the watch industry the year before Apple's entry into the product category. Another has becn strupling to find ways to remain relevant, searching for form of competition comes from the etablished luxury brand the key to how they can mothate consumers to punchase a tine- watches that may have already cornered the higher end of the kepiang device that many consider reduadant with the desktops. market. Proponents of laxury watches believe that Apple can't Laptops, tablets, and cellphones to which they are so contected. mateh their unique qualities - prestige, resale value, their abitAs industry anabstshave pointed out, watchesmay actually ify to be passed down as an heirloom, exclusivity and a less be "superfluous" and there are claims that "telling time is second. obtrasive look which may be safer for the wearer. ary today." And even for those more diehard consumers who still While blogger John Giruber commented on a revent podcast: wcar a watch. according to Mlarshall Cohen, chief industry anar. "I still have no idea why I would want to wear it." early adopters bat in New York at the NPD (iroup, "there's no practical need for of the Apple Watches and others who believe in the power of any watch-wearing holdoats to pay a lot for a timepiece." Apple to succeed were not surprised by recent annotincements Apple says. not true! It believes that the death of the watch from the company about an upgraded operating sysiem and inhas been greatly exagorrated and in reponse, the company re- provements that will make the watehes' apps work exen better. cently introduced the Apple Watch. These devices range in price So, who knows how this story will turn out-will Apple be from $350 to more than $10.000. The thew watches, far from the gamechanger that played a stgnificant role in how we think simply telling the time, are actually mini-coenputers that allow about the evolution of the personal watch or will it be seen as the wearer to check and send messages, surf the Internet- moni- having momentarily micutepped into an industry shose death tor heari rate. and pay in a store. was already a foregine conclusion? The watches' introtuction hass been both praised and eriticimend. Some polint to Apple's ability to interest consumers in any DISCUSSION QUESTIONS number of technolosy devices and believe that the Apple Watch will be yet another success story for the company. An early reviener. Wall Street Journal's Geoffincy Fonler, belieses that his CS5.1 Dercuss the possible reasons to buy a watch today. dependence on other devices has decreased since putting on the Connect each motivation you identify with an approperiApple Watch and that it's helped him to be more focused. But ate motivational theory from the chapter. others cite consumers' waning interest in watehes in general. CS 5.2 What does Apple really betieve will motivate consumers the difficulties in functioning with such a snall screen, and to purchase the Apple Watch? Are there different mothey wonder who would really be mothated to make the investtivations at the low versus high (luxury vonsion) price point? ment in the entry lewl model. let alone the top of the line, Apple Watch Edition. with an attention-getting price tag of 517,000 . CS 5.3 How do marketers of watches use marketing and adverSo whal das A pple think will motivate consumers to buy tising to motivate consumers to buy thema? Give specific examples. one of these new gadgete' They talk about consumers' need to quikkly and subtly get access to information, which is not always possible with a clunkier tablet or cell phone. Thm Bajarin