Do you still recall the Apple Watch’s introduction seven years ago? In contrast to what was already accessible on other smartwatches, there was no game-changing software or novel features. Instead, Apple positioned its new wearable as a fashion accessory, offering a variety of interchangeable bands as well as a solid gold edition that could cost as much as $17,000. The watch, which could only be purchased by appointment, was featured in Vogue and was spotted on the wrists (or Instagrams) of a number of A-list celebs, including Beyonce, Drake, and Katy Perry. The luxury was on your wrist.
On Tuesday, when Apple unveiled the Series 9, it was presented in a very different context. The price range shrunk significantly since the first edition (even with the addition of the $800 Ultra 2) and there wasn’t a gold model (that vanished with the second Apple Watch). Apple also expanded on its collection of health and fitness features that had propelled it to the top of the wearables market, albeit modestly. In the second quarter of 2023, Apple shipped 22% of all smartwatches sold worldwide, according to Counterpoint Research.
According to Jeff Williams, Apple’s chief operations officer, the Watch Series 9 is an indispensable companion that assists millions of people with their health, fitness, communications, and safety.
The pivot to fitness: Self-improvement trumps self-expression
The marketing wizards at Apple initially positioned the now-iconic timepiece as a fashion item in the early days of the original Apple Watch. It was more than merely a device. Apple wasn’t entirely focused on health and fitness at the time, despite the fact that it could do intelligent things like track your heart rate and calculate calories burned. Cook and model Christy Turlington actually shared the stage, which was a sign of how Apple was promoting the product.’
It’s important to consider the circumstances of its arrival: In 2015, when almost every major tech business as well as a flurry of new startups were producing watches or fitness bands, the first Apple Watch made its debut. Apple made a significant investment to position its wearable as one that makes a fashion statement rather than one that is solely for fitness tracking in order to differentiate itself from the crowd of competitors. Tim Cook, Apple’s CEO, who was relatively new to the position and was in charge of the company’s push into a new product line, faced a significant test as well.
According to Ben Wood of CCS Insight, who spoke to CNET in October 2014, “it is becoming increasingly clear that Apple is putting substantial effort into positioning its watch as a premium fashion item.” This is demonstrated by the staff members it has hired and the launch strategy that resulted in the Apple Watch being featured on the covers of Vogue and other fashion magazines as well as at events like Paris Fashion Week.
However, that fashion-first strategy initially failed, which prompted Apple to make some adjustments. When the Apple Watch was released in April, Apple had switched its emphasis from fashion to fitness, and sales of the device exploded. When Apple started releasing additional models of the watch, it later renamed the initial model as the Series 0.
Despite how you dress it up, a smartwatch has an update cycle, whereas a Patek Philippe is an heirloom, according to Greengart. “Watch Series 0 was successful overall, but the 18k gold edition was not,” Greengart told The Tech Fun.
With each subsequent generation of the Apple Watch, the device’s functions shifted to emphasize fitness and wellness. Cook alluded to the Watch Series 2 when it was revealed one year later as the “ultimate device for a healthy life.” The second-generation wearable was launched during the Apple CEO’s speech with a promotional video that featured a variety of sports, including cycling, tennis, basketball, and swimming. A standalone model (the Apple Watch Nike Plus), replete with its own selection of bands and watch faces, was also unveiled on stage by the head of Nike’s brand. It was hailed as the “ideal running companion.”
Because it wasn’t working, Apple shifted its original focus from fashion to health. stated Greengart. “The Apple Watch exploded in popularity once Apple shifted its focus to more utilitarian benefits, tweaked the user interface, and improved performance.”
Apple Watches are now worn by millions of individuals all around the world to serve as a constant reminder to take breaks for air, stand up during the workday, and fit in one final workout before bed. The Apple Watch, which was once seen as a fashion accessory, is now widely regarded as a vital tool or enabler for fitness and health. The Apple Watch has even been credited with saving lives by warning users of potential medical emergencies or other problems.
Apple Watch hasn’t completely given up on fashion despite the change to focus on fitness. The Watch Series 8 may be customized physically with bands that available in a variety of colors, materials, and sizes, as well as digitally with watch faces. Additionally, Apple continues its long-standing collaboration with Hermes, a renowned French fashion brand that creates opulent bands for the Apple Watch in stylish hues and patterns. There is a sizable third-party accessory market in addition to Apple, and companies like Casetify produce casings and straps that offer even more opportunities for personal expression.
The look and feel of Apple Watches may be customized using a variety of materials and straps, according to Greengart.
Apple appears to be looking into an even more cutting-edge method of customizing your watch. Apple received patents this year alone for watch faces that may color coordinate with the wearer’s other accessories and watch straps that can change color in response to an iPhone app. The latter, in principle, could entail placing your preferred object—let’s say, your T-shirt—over the Apple Watch display, pressing a button to activate the sensor, and then watching as the watch face changes color to match your preference.
Apple Watch Series 9 and beyond
The new Apple Watch Series 9 has a speedier CPU and the ability to double-tap your fingers to perform actions like answer calls or set timers without ever touching the watch, among other notable improvements. The Series 9 is still a sign of Apple’s dedication to health and fitness, even though a more substantial health overhaul is anticipated for the popular watch’s tenth anniversary in 2019.
The Series 9 now has Siri’s ability to get the data from your Health app. The Mindfulness app also allows you to record your mental state and use its ambient light sensor to calculate how much time you spent outside during the day. This enhances the features of Series 8, which allow you to take an ECG, monitor heart rate, measure blood oxygen levels, and find falls. Other Apple products and services, like the iPhone, AirPods, Apple Music, and Fitness Plus, are also integrated with it.
The Apple Watch Ultra 2 is available for individuals who need a more robust and functional variation of the Apple Watch Series 9. This type is built to resist intense weather conditions and activities. It boasts more sensors, a longer battery life, and a more robust housing. Additional sports like skiing, surfing, and climbing can also be tracked.
According to Greengart, “consumers responded as Apple leaned harder into health and fitness, and the Apple Watch Ultra has been a hit, despite — or perhaps because of — its more utilitarian looks.”
In contrast to the first Apple Watch, the Ultra has also drawn admirers from the world of celebrities. Weeks after its release, musician and watch collector John Mayer reportedly displayed 2022’s Watch Ultra on an Instagram story and praised the timepiece for its functionality.
“As a mechanical watch collector, this is the first Apple Watch that has excited me.” After reporting that he had been wearing the watch for a week, Mayer added a caption to a picture of it.It has a ton of potential and what I refer to as “aspirational functionality.”
However, a number of competitors, including Samsung, Fitbit, Garmin, Huawei, and others, provide features that compete with those of the Apple Watch. Compared to the Apple Watch, some of them provide benefits in terms of cost, battery life, interoperability, or customisation.
Regardless, the Apple Watch has managed to rule its category over the past seven years while undergoing a gradual metamorphosis. It’s well known that it’s a flexible and trustworthy tool that can do more than just tell time. We may look back at its development and speculate about what Apple will do in 2019 to celebrate its ten-year milestone after the Series 9 and Ultra 2 were unveiled on Tuesday.
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