BI Chinese Station reported on September 16
Apple's cash cow is the iPhone, but analysts and the media can't help but guess what the next cash cow in the trillion-dollar market capitalization company is. Is it a driverless car? Still smart glasses?
However, Apple's future products have already appeared on the market, and annual sales have reached approximately 18 million. You may have worn this product on your wrist. It is Apple's smart watch Apple Watch, first introduced in 2015.
This week, at the iPhone conference in Apple Park, this is no longer clear. Yes, Apple has launched three new iPhones. However, it took about an hour to introduce the new Apple Watch. Among the 1,000 journalists and analysts who participated in the conference, the Apple Watch received even more than the new iPhone.
Apple Watch 4 is the first update to its industrial design since Apple introduced its first generation of smart watches. It became thinner, the screen became bigger, and it was equipped with improved speakers and microphones. (It's worth pointing out that its starting price is $399, which is slightly more expensive than the previous smart watches.)
Moreover, Apple Watch 4 has many new dials, and its operating system has a new design. The changes in this smart watch are great.
The new Apple Watch 4 makes Apple's old smartwatch look cumbersome and outdated. Basically, Apple Watch 4 is a grand appearance. This clearly demonstrates Apple's technological dreams, because the iPhone's return is getting less and less, and each new iPhone has only a progressive upgrade compared to the previous generation iPhone.
That is to say, Apple Watch has ushered in the turning point of development. “This will be a more obvious turning point for people to understand and use smart watches. ” Apple chief designer Jony Ive said.
The reaction of consumers seems to be very strong. On Friday, the first day consumers started ordering new Apple products, it was discovered that the shipment date of this smart watch would have to wait until October, and the two new iPhone XS will ship on the day of the release or shortly after the release.
It is true that the smartwatch market is still much smaller than the smartphone market. According to statistics from market research firm IDC, global smartwatch sales will reach 46 million this year, while global smartphone sales will reach 1.5 billion. This contrast is very disparate, it makes people think that the smart watch business is insignificant relative to the smart phone.
However, Apple does not look at Apple Watch this way.
Apple Watch will target people who have never worn a watch before.
On Wednesday, Apple Chief Operating Officer Jeff Williams introduced the various features and designs of the new Apple Watch. Williams is often described as the right assistant to CEO Tim Cook.
Unlike others who recommend Apple's products, Williams is not an engineer or marketer, but a business genius, a business genius who specializes in ensuring that millions of complex computers are produced, shipped, and sold on schedule.
He is also responsible for leading Apple's ascendant health care sector. Williams’ promotion on Wednesday focused on how Apple Watch can help wearers lead a healthier life.
However, the new feature of this smart watch is not only to help you track your fitness activities, but to remind you to take a deep breath, just like the current Apple Watch. Instead, Apple is ready to go a step further and let Apple Watch detect your body's problems even when you don't realize it.
For example, the new Apple Watch now has fall monitoring. Many older people wear special bracelets, which automatically call 911 emergency calls or friends and family when they fall down and fall down. Now, the new Apple Watch can do the same.
It's unclear whether older people are willing to use iPhone—— because users must also use Apple Watch with their iPhone, or if they are willing to charge Apple Watch frequently —— you don't need to do this with dedicated monitoring devices. However, the current fall monitoring feature gives older people a reason to buy an Apple Watch. They buy Apple Watch not to track fitness activities or receive notifications from the iPhone app —— such features are a favorite of younger users, but older people or people who don't know technology don't care.
A new feature in the new Apple Watch is the built-in ECG ECG detector. Perhaps because of regulatory pressures, Apple is very cautious to say that Apple Watch's ECG ECG detector only reminds the user to see a doctor without providing a diagnosis. However, this is still what most people want health monitoring products to do: early warning.
That said, Apple's Apple Watch is not only in the emerging smartwatch market, it is also located in the $3.3 trillion health care market. This is one of the few markets that Apple is worthy of a trillion dollar worth of dollars.
Apple faces new marketing challenges
This is not to say that Apple Watch has no challenges.
A joke on Williams's stage reveals a challenge for Apple Watch: “People often don't like medical care. This makes you feel that you need to detect the ECG. & rdquo; He said when talking about the ECG ECG detector built into Apple Watch.
His words are correct, and no one wants to associate death or disease.
As a venture capitalist attending the conference said: If you look at Apple's ads for Apple Watch, they are all about the interesting things of young wearers. However, if Apple Watch is to become Apple's future cash cow, it must be used by a variety of people, including frail people. And this could damage Apple's cool and stylish image of millions of dollars.
Moreover, the health care industry is a highly regulated industry. If a company exaggerates the facts in its product marketing process, then this may be a violation. In the keynote speeches that have received much attention, the US Food and Drug Administration (FDA) may frown when people describe health care equipment with "magic" and "the best products".
However, in terms of Apple's technological dreams, Apple Watch is clearly a product that helps it to dream. In this small product, Apple has great room for improvement in materials, sensors, user experience and new user groups.
Apple Watch represents the future of Apple as a technology company.