Apple’s iWatch: The next big thing

Tracy-like “me-too” gadgets with some tech ability. Nobody was reaching for their wallets.

But there’s more to this. Most have little or no design content. But to be fair, the industry is still relatively young. Because of their myopic marketing and product development strategies, most of these products will just putter along or quickly find their way to obscurity. So, please stand by.

Let’s survey the most advanced current smartwatch, namely, Samsung’s Galaxy Gear. Please take note however: that the 2,000-pound gorilla in the wearable tech room -- Apple -- is watching and taking notes.

Samsung’s Galaxy Gear smartwatch
The Samsung Galaxy Gear is the first smartwatch supported by a meaningful marketing budget, particularly on national television. It takes some of its more popular features from its spacious smartphone via Bluetooth and translates them to the much smaller “tile”-shaped display. The wrist bands come in a variety of colors similar to traditional male-oriented watches. The camera is near the band’s shoulder.  

It has some cute features: An embedded microphone/speaker allowing you to keep talking even using your hands on something else. (You can, of course, use your Bluetooth headset for that, but you may look a little dorky.) It has video and photo capabilities and a basic fitness tracking app. It even has an app to call up the ubiquitous “Siri-in-the-Box.”  

On the other hand, obviously, there is little or no design content unless you like square, routine and bulky. It lacks flair. Samsung seems to agree, as Gear 2 is in the works. There is no comparison between say, a TAG Heuer, Rolex, Omega or even a Swatch. As Steve Tobak, a techie wag, writes, “The Galaxy won’t -- or shouldn’t -- find itself on your wrist.” It lacks that something special.

In summary, like most of Gear’s competitors, the smartphone doesn’t have enough going for it to take up wrist real estate, even with millions of dollars of marketing support, which brings us to another point. The one strategic mistake Samsung made, a big mistake, was to launch Gear too early. The Gear’s ferocious competitors are taking notes on its strengths, weaknesses and strategic timing.  

Did anyone see that gorilla writing frantically?

The gorilla comes to life: Apple’s iWatch
It is not often that a luxury consumer product company will hit the exact center of a strategic note when launching a product. By all indications, Apple will do just that if, and when, they decide to introduce their iWatch.

Although Apple is one of the most competitive and pathologically secretive companies in the world, there are several clues about their iWatch intentions and strategy.

-- Apple management has suggested iWatch could be the future of the company.
-- Trademark applications for iWatch components have been filed around the world.
-- Apple is experimenting with wristwatch components made of curved glass. The glass can bend around the human body and clearly lends itself to innovative watch designs. (See the pictures of Ciccarese Design’s non-Apple renderings using the glass technology in the slideshow accompanying the story.)
-- Apple has struck a deal with Corning for their Willow Glass product, which, some say, is as flexible as a piece of paper.
-- Historically, Apple was never the first to enter a market. Apple lets others, sometimes many others, experiment first. And then, after studying early entrants’ successes and failures, launch their category killer. This sounds familiar.
-- Apple is one of the few high-tech companies that has skillfully blended technology with product design. Sir Jonathan Ives, reputed to be the world’s foremost industrial designer, leads Apple’s design team.
-- Apple now employs 100 product (watch) designers.
-- According to some financial and market analysts, if the iWatch were launched in the second half of 2014, an estimated 5.94 million units could be sold. That number increases to 22.79 million in 2015.
In some circles, anyway, there seems to be little doubt that the iWatch market is now, or will be, owned by Apple. Why not wait for their iWatch launch?

On the other hand, if you have some spare cash, it might be a good time to take a flyer and buy a few Apple shares (Apple Inc. NASDAQ: AAPL) in the market.