There are many stories and theories going around about Steve Jobs, talking about how different it would have been if he was on stage for the recent unveiling of Apple products – iPhone/ iPhone 6 plus and Apple Watch.
While it’s pointless to assume what he could have done better, it is worthwhile to review and reflect on how the products offerings have deviate from what comes to define Apple – focus.
Apple strives on giving consumers one thing, the best thing. Trust us to make the best thing for you. Believe us what we have chosen will be the best in the market. When you think of music player, the defining image of iPod comes to mind. Likewise for smartphone, we have come to expect the best in class from iPhone. For notebook, MacBook has gone beyond the realm of creatives to the desk of every single person that wants to work on the best laptop there is. There is this iconic image of how the iPhone and MacBook looks like.
For the presentation of Apple Watch, there was no clear picture of what an Apple Watch looks like. It’s personal, so it should be personalised. Therefore, they are giving the option of how it looks like to the wearer.
This is weak and confusing.
One idea is strong, opinionated and memorable. Two is weak. Three or more is confusing.
Apple Watch happens to weak in conveying the idea and confusing to everyone else. The array of options sounds good, but when it comes to actual purchasing decision, it puts the pressure on the consumers. With so many possible combinations, there lingers a negative cognation, a buyer’s remorse on what could be a better choice once the purchase is made.
When you buy an iPhone or iPad, you decide what size you need and choose the color. The decision making process is straight forward, especially when you are an existing iPhone user. Likewise for MacBook, you decide on the screen size, and then possibly the size of storage. The rest of the specs aren’t that critical to the regular users and ultimately, even the most basic specs is more than enough for most people. The options are controlled intentionally.
When Apple introduced the much anticipated watch, all eyes were on them. Beneath the excitement of Tim Cook, the commentary of Jony Ive, I sensed a shift. The kind of dip-in-the-pool sensation, marred by uncertainty of what ifs.
Instead of creating a powerful image of Apple Watch, the baton will now be passed to the wearer.