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Case Study HAS THE DEATH OF THE WATCH BEEN Creative Strategies analyst says. "the fiexibility of "glanceable GREATLY EXAGGERATED? APPLE GETS information" is more valuable than people realize today." He INTO THE GAME also mentions that the new watches will offer options for non- verbal communication. tapping a button to send a message for It used to be that putting on a watch was just a standard part instance. Apple CEO Tim 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 you. it's on you" and claims successfully throughout your day. making it to appointments that it's the most advanced timepiece ever created, period. on time, if you weren't wearing a watch on your wrist to let you Analysts forecast that Apple will ship 7.5 million watches know what time it is? In the months following its Introduction. But critics still wonder Today however, we're surrounded by technology devices at consumers can be convinced that there's a real need for the work, home, and even away from home that readily 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 smartwatches shipped in watch as an unnecessary device. As a result, the watch industry the year before Apple's entry into the product category. Another has been struggling to find ways to remain relevant searching for form of competition comes from the established luxury brand the key to how they can motivate consumers to purchase a time watches that may have already cornered the higher end of the keeping device that many consider redundant with the desktops. market. Proponents of luxury watches believe that Apple can't laptops, tablets, and cellphones to which they are so connected. match their unique qualities--prestige, resale value their abil As industry analysts have pointed out, watches may actually ity to be passed down as an heirloom exclusivity, and a less be "superfluous" and there are claims that "telling time is second obtrusive look which may be safer for the wearer. ary today." And even for those more dichard consumers who still While blogger John Gruber commented on a recent podcast: wear a watch, according to Marshall Cohen, chief Industry ana "I still have no idea why I would want to wear it." early adopters lyst in New York at the NPD Group, "there's no practical need for of the Apple Watches and others who believe in the power of any watch-wearing holdouts to pay a lot for a timepiece." Apple to succeed were not surprised by recent announcements Apple says, not true! It believes that the death of the watch from the company about an upgraded operating system and im- has been greatly exaggerated and in response, the company re provements that will make the watches' apps work even 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 new watches, far from the game-changer that played a significant role in how we think simply telling the time, are actually mini-computers 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 misstepped into an industry whose death tor heart rate and pay in a store was already a foregone conclusion? The watches introduction has been both praised and criti cized. Some point to Apple's ability to interest consumers in any DISCUSSION QUESTIONS number of technology devices and believe that the Apple Watch will be yet another success story for the company. An early CS 5.1 Discuss the possible reasons to buy a watch today reviewer, Wall Street Journal's Geoffrey Fowler, believes that his Connect each motivation you identify with an appropri- dependence on other devices has decreased since putting on the ate motivational theory from the chapter. Apple Watch and that it's helped him to be more focused. But CS 5.2 What does Apple really believe will motivate consumers others cite consumers waning interest in watches in general. to purchase the Apple Watch? Are there different mo- the difficulties in functioning with such a small screen, and tivations at the low versus high (luxury version) price they wonder who would really be motivated to make the invest- point? ment in the entry level model. let alone the top of the line, Apple CS 5.3 How do marketers of watches use marketing and adver- Watch Edition, with an attention-getting price tag of $17,000! tising to motivate consumers to buy them? Give specific So what does Apple think will motivate consumers to buy examples. one of these new gadgets? They talk about consumers' need to quickly and subtly get access to information, which is not al- Surves Kathleen Beckett. "Who Wears What. Why? http://www.nytimes ways possible with a clunkier tablet or cell phone. Tim Bajarin. .com/2014/03/28/fashion/who-wear-what-html-emceedit_tnt_20