News: Press Clippings

Time for a new gadget? Half of people think the Apple Watch is a flop – but they believe most of us will be wearing one in a decade

Reposted from dailymail-logo

Publication date 4/13/16

It was hailed as the most personal device Apple has ever created, but half of us think the Apple Watch is a flop.

That’s according to a survey that reveals around six per cent of Americans own the gadget.

This is around the same percentage as one year ago, perhaps suggesting the device hasn’t caught on despite the launch of new apps and straps.

Advertising tech company Fluent, surveyed 2,578 adults in the US to gauge the popularity of Apple’s device, which launched in September 2014.

Since then, the market has been flooded with similar wearables that have been touted to become an essential part of our everyday lives.

But when participants in the online poll were asked whether they considered the Apple Watch to be a hit for the Cupertino-based company, to which 53 per cent said ‘no’.

The survey comes a month after co-founder of the company Steve Wozniak said the device is too complex and the ‘only difference is the band in all those watches.’

However, almost three quarters of people who use one say it’s a success, as well as 62 per cent of users of Apple products, sometimes derogatorily labelled as fanboys.

The survey added that around six per cent of Americans – around 12 million – own an Apple Watch.

Apple has not revealed the number of devices it’s sold, but research firm IDC estimates it was in the region of 11.6 million in 2015, which while less than may Wall Street predictions, is more than double the number of iPhones Apple sold in the first year the device went on sale, Recode reported.

‘From a subjective perspective, the six per cent number feels right… even looking outside the walls of the tech start-up geekland that I reside in (and the fact that I now own one), I see all sorts of people at restaurants, in parks, and in airports across the country wearing them. They are certainly in the minority, but they are there, and 1 in 20 doesn’t seem crazy,’ wrote Jordan Cohen, chief marketing officer of Fluent.

About 80 per cent of Apple Watch owners say they use their devices for fitness and tracking notifications, 75 per cent for listening to music, 66 per cent for email and char and 61 per cent for Apple Pay.

Interestingly, despite advertising the devices in the likes of Vogue, just 11 per cent of owners said they bought their Watch as a fashion statement, with 46 per cent citing ‘convenience’ and 31 per cent ‘features’ as the primary reason for buying one.


The survey comes a month after co-founder of the company Steve Wozniak (pictured) said the device is too complex and the ‘only difference is the band in all those watches.’

Wozniak slammed the company for venturing into the jewellery market in a Reddit ‘Ask Me Anything’ session, saying: ‘I love my Apple Watch, but it’s taken us [Apple] into a jewellery market where you’re going to buy a watch between $500 or $1100 based on how important you think you are as a person.

‘The only difference is the band in all those watches.

‘Twenty watches from $500 to $1100. The band’s the only difference? Well this isn’t the company that Apple was originally, or the company that really changed the world a lot.’

But Mr Cohen said: ‘With Apple Watch, the company is trying to pioneer a whole new category of wearable devices.

‘No one is dumping their Patek or Rolex for an Apple Watch, and I doubt that Tim Cook ever really thought that they would.’

Looking to the future, half of the respondents to the survey said they expect the majority of Americans will wear a smartwatch in a decade, with 75 per cent of Apple Watch owners making the prediction.

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