Article 2: Apple experiments: after the Apple Watch a "smart ring"? Apple is considering the development of a "smart ring". This is evident from a patent that the company has applied for at the US Patent and Trademark Office. It is a device with a small touchscreen with which you can operate other devices in the vicinity. Is this the next step that Apple is taking in wearables? It sounds like science fiction, but years ago we thought that of a speaking assistant on a watch. The Apple Watch is now indispensable for many. Who knows, maybe in a few years' time we will operate our devices via small movements that we make with a ring. "Smart ring": an Apple Watch on your finger The patent that Apple was awarded can perhaps best be described as a mini version of the Apple Watch on your finger. So it can also be used as a standalone wearable. The ring contains a processor, wireless chip, power supply and a microphone. It also contains sensors that can recognize certain gestures to perform actions. It is not entirely clear whether it concerns movements over a touch part of the ring, or gestures that you make with the finger. To operate the device, there is also talk of a small rotary knob that is comparable to the Digital Crown of the Apple Watch. You may receive feedback via small vibrations in your finger and the ring will receive biometric sensors to recognize sports activities. And, of course, an NFC chip for things like Apple Pay. Point to a link to open it What you can then do with it makes the device really interesting. For example, Apple would experiment with a ring that controls an iPad, for example. You may then be able to open a link by pointing at the iPad or scrolling through a menu with a swipe gesture. Just tapping on the table with your finger is also possible. If you think about it for a moment, the possibilities are endless. Thanks to the built-in sensors, the ring can determine exactly which point your finger is pointing to, according to the patent. The rotation of your fingers could also be detected. If all of this is actually produced, you can edit a photo in the future literally in an instant. We have seen the Apple ring before It is not the first time that we have read about an Apple Ring in a patent. In 2015, Apple submitted a similar idea. The idea that Apple, also given the success of the Apple Watch, wants to develop this, is therefore not surprising. Especially when you consider that Amazon recently launched the Echo Loop: a ring that the assistant Alexa brings to your hand. For 130 dollars, a select group of users can test the ring, although the functionality is limited to a small button that activates Alexa. Table: Market share for Apples Apple watch versus its main competitors Questions article 2

3) Apple relies on companies such as Samsung to manufacture its screens. Suppose Apple were to purchase a screen from Samsung again for the Apple Ring, whereby Samsung complies with the necessary adjustments in terms of size and specifications, which B2B purchase situation is applicable? Motivate your answer. (2pt) 4) The article talks about the success of the Apple Watch, which has been on the market since 2015. Position both the Apple Watch and the Apple Ring on the product lifecycle and argue your choice. (5pt) 5) Position the Apple Watch in the BCG matrix and explain. You can base yourself on the article and the graph on the Apple Watchs market share. (5pt)

125% 100% 75% Share of shipments 50% 25% O% 30 14 2014 40'15 3915 3Q'18 61.02 61,01 40'18 3Q'19 10:20 1915 20'15 Apple Samsung Fitbit 19'16 40'16 30'17 40'17 20'18 Garmin Others @Stetista 2021 Additional Information Show source o