Nearly a year removed from the release of the Apple Watch and there is still no telling if the device has been a success for Apple. Minimalists are waiting for a slimmer second-generation watch, but at the moment it would appear, Apple has nothing up their sleeve. Instead of introducing a new Apple Watch, Apple is refocusing its marketing efforts on the first generation watch.
Apple Watch Price Drop
For the dedicated Apple fans, no entry price is too much for the latest device. At release, the Apple Watch Sports model was selling for $349. With a price that steep, it is easy to see why consumers would be skeptical about the smartwatch. Apple recently announced they would lower the price of the Apple Watch by $50, in hopes the new price tag will help them compete with Fitbit.
A Minimalist Approach
Multi-function smartwatches are newer to the market and have yet to find their legs. In the trend of wearable technology, it would appear less is more. Consumers are taking a minimalist approach and flocking to more focused, single-use technology offered by Fitbit.
Bringing the Star Power
From Jeff Goldblum for the Mac to Steph Curry for the iPhone 6s, Apple has never been one to shy away from using celebrities in their ad campaigns. They now hope star power will help the Apple Watch appeal more to consumers. Some of the new faces joining Apple include Nick Jonas, Alice Cooper, and Jon Batiste.
Getting to the Point
The eight new Apple Watch ads each draw attention to a single feature. Three of the ads focus on the fitness features of the watch which include counting steps and tracking workouts. The compatibility of the Apple Watch with other Apple products is also showcased. The watch is shown receiving text, and even being used to locate a lost phone.
A Focus on Fashion
As a minimalist, wait for their smaller watch, Apple is changing its focus towards fashion. Along with the recent price drop, Apple also announced an increase in additional watch band options. With more options available Apple hopes to reposition the watch as a more fashionable product. It remains to be seen if this new approach will turn things around for the Apple Watch.
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