Those attending will learn the “when,” “where” and “how much” of the gadget’s delivery into a market already crowded by competing devices.
But CEO Tim Cook remains confident his product will go where others cannot – particularly within health care. “One of the biggest surprises for Apple Watch will be the breadth of what it can do,” he said in a piece last month in the Guardian, which discusses the wearable’s ability to “tap” users on the wrist when they sit idle for too long. “A lot of doctors think sitting is the new cancer,” he said. Sure, there are other smart watches on the market, but “none have changed the way people live their lives.”
This may raise eyebrows for some. “Changing the way I live? Do I want that?” I wondered as I read his words. Of course, technology has undeniably altered every facet of the world around me, and it has influenced how I do things – talking with friends, collaborating with colleagues, enjoying entertainment, paying a bill – but I want to believe it hasn’t changed who I am, how I think or what I decide to do.
It seems a bit like Pavlov’s dog, and that’s not how I want to picture myself – involuntarily salivating at the sound of a bell. Yet, that’s exactly what is happening today, according to a TechCrunch article by Ximena Vengoechea and Nir Eyal. Each time we hear a buzz or sense a vibration, we reach for our phone almost without thinking. Apple hopes to harness this power, “training” people to get up and be active when they feel the Apple Watch’s prompt. It’s incredibly ambitious of the company, and I’m interested to see the result. Is it just a marketing gimmick or will a long term change take place?
It’s at this juncture that the most critical stage ensues: acting on a human strategy. The ocean of numbers and figures available today can sometimes distract from who consumers are as people. In a chaotic world of business meetings, football games, play dates and occasional visits to the gym, individuals are looking for products that enable and add value. As a company, Apple masters the human strategy and is already applying it to the latest gadget. Are you looking to be more fashionable? The Apple Watch is elegantly crafted. Looking for increased convenience? Your wallet and keys are accessible via a little wearable. Looking to be healthier? The watch will remind you to keep moving. But the importance here of expert PR in reaching the right people with the right message cannot be overstated. Just as with the launch of Google Glass, a product won’t succeed if the masses remain unconvinced of its value.
Apple has a good human strategy, but its use of PR will ultimately determine if the Apple Watch helps the world spring forward towards a better life.