Next Apple’s challenge is to turn fashion watch

In addition to the uses of the device, Apple Inc. also took care to promote it as a style item

San Francisco-now that Tim Cook already outlined all the Apple Watch can do and how much it will cost, the next challenge will be to show that the latest technology counts as the latest fashion.

In addition to the uses of the device, Apple Inc. also took care to promote it as a style item.

The company bought an ad for 12 pages in Vogue magazine this month and the model Christy Turlington Burns took the stage with the CEO Cook on Monday to help expose new details and applications.

Cook unveiled a gold-laden version that will cost $10,000 or more.

Apple, which puts into sharp relief the elegance of design and ease of use of interfaces, helped transform products — like smartphones — which before were not seen as fashion items, essential accessories.

Now, the task of the company is to convince customers that care about the style of the watch, in addition to useful, is vintage, says getzipcodes.

“The problem is whether they can sell the Apple Watch as a fashion item,” said Jan Kniffen, CEO of j. Rogers Kniffen Worldwide Enterprises, and equity research firm retail consultancy in New York.

“Apple is a cool technology, does not have the same target audience.”


The watch will be available for pre-order on the day April 10 and will reach consumers in the day on April 24. The battery lasts 18 hours with the common usage, said Apple.

It will come in two sizes, the Sport model will cost $349 and $399, and the average version, starting at $549. The high Edition Apple Watch range will have a starting price of $10,000.

In the event, Cook emphasized the customizable display and essence of watch bracelets, as different color options, stainless steel finishes and even print of Mickey.

He said that thousands of application developers have been committed to creating products for the Apple Watch.

Applications from companies such as Facebook Inc., American Airlines Group Inc. and the WeChat of Tencent Inc., were displayed at the event.

Apple is counting on these applications to help define services that are essential for consumers who so far haven’t called for smart watches manufactured by Samsung Electronics Co., Motorola, LG Electronics Inc. and Sony Corp.

‘ Real ‘ Utility

To persuade consumers to buy the Apple Watch is not a challenge between who would prefer a Cartier or Rolex. The company based in Cupertino, California, presented the everyday uses of the device to try to convince consumers that they need another device in their lives, which are already loaded with technology.

“There is a lot of propaganda and expectation, but if there is no real utility, the critics will hit,” said Scott Galloway, professor of marketing at the Stern business school at New York University.

Much skepticism comes around the Apple Watch — that he is too expensive, the battery doesn’t last long enough. Smart Watches manufactured by other companies have a history of mediocre sales and some people claim that it is not safe to use a technological device to store health information. Unlike most clocks, this appliance will become obsolete in a few years.

New market

“They need to show things which are essential,” said Matt Johnston, CEO of Applause Inc., application testing firm that works with companies such as Google Inc., Inc. and Twenty-First Century Fox Inc.

About 10 million of smart watches were sold last year, compared with 2 million in 2013, according to Gartner Inc.

To accelerate the adoption, Apple is counting on a history that helped transform the iPhone and iPad in successes. Before 2007 or 2010, when the devices were launched, there was a successful history of touch screen phones or tablets.

“Apple has a history of taking things beyond the conventional”, said Johnston. “But I don’t think Apple Watch will have a success of the same order of magnitude as the iPhone. In part, due to the restrictions of use “.

Whatever the reception among the elite of the fashion and consumers in General, Galloway said that the watch is a milestone in Apple’s trajectory towards the exclusive segment.

“There are celebrities in the audience, a supermodel and a product of $10,000,” said Galloway. “The transformation into a luxury brand was made”.

1. New crop

Sao Paulo-the Apple today launched the official Apple Watch at an event held in San Francisco. In addition to the smart watch, the company took the opportunity to announce the new 12 inch MacBook and other news. Check out the major announcements made by the company.

2. Apple Watch

The big news presented by Apple today was the Apple Watch. The Smart Watch had already been revealed by the company on the occasion of the launch of the iPhone 6in September. The clock communicates with the iPhone and it works as an extension of the smartphone screen. Will be offered with a choice of finish and in two sizes.

3. Watch arrives in April

In the United States, the price of the Apple Watch goes from $349, in the case of the smaller model with aluminum construction, the $17000 for the most expensive version of the Deluxe model, gold plated. The gadget can be ordered from the next day on April 10 and arrives in stores on April 24 in nine countries.Unfortunately, Brazil is not one of them.

4. Pay Apple and Siri on the wrist

With Apple Watch, the user can make payments via Apple Pay System. To do this, simply closing the terminal box. In addition, the gadget displays notifications received on the iPhone, the weather forecast and the user’s heart rate-among other information. Siri, the Assistant Speaker of the Apple, Apple Watch too.

5. Shazam!

The app Shazam, popular among iPhone users, is one of many that will make Apple Watch version. He is able to identify a song that’s playing in an environment and display your letter on the screen. According to Tim Cook, the Smart Watch has battery lasting 18 hours charge in regular use.

6. Aluminum or steel?

To reload the Apple Watch, simply attach a magnetic connector to your back. One of the versions of the clock is made of a special aluminium, which is 60% more resistant than aluminum and as light as he. The gadgets made of this material will arrive in stores in the United States with 349 and $399 price for small and large models, respectively. Already the steel models are priced between 549 and 1,099 dollars, depending on the color and type of bracelet.

7.12 inch MacBook

As pointed rumors, Apple today announced a new version of the MacBook. With Retina display of 12 inches, the gadget is lighter and thinner than the current models. It weighs 900 grams and is about 13 cm thick.

8. MacBook in three shades

All built in metal, the new MacBook has a screen that consumes 30% less energy than the previous generation of the gadget. In the United States, the 12-inch MacBook hits stores on April 10 with prices starting from 1,299 dollars. Have dark gray finish options, silver and gold.

9. HBO Now

From April, who have Apple TV will be able to subscribe to HBO streaming service Now so spare in the United States. The novelty will cost $14.99 per month. As we all know, Apple TV is the gadget from Apple that allows you to receive video from internet and display it on a tv.

10. Apple TV’s price reduction

Apple TV was cheaper, at least in the United States. Apple has announced that the price of the gadget fell from $99 to $69 as of today. According to the company, about 25 million units of this product have been sold since the launch.

11. Coca Cola

Tim Cook announced that the Apple Pay payment system will be accepted in Coca-Cola machines 40000. According to him, the system launched 3 months already is accepted in 700,000 retail outlets in the United States.

12. Research Kit

One of the new features announced today by Apple is the Research Kit. Back to medical research, this set of software tools will allow iPhone users to participate as volunteers in research done by hospitals and universities. Will be distributed with open source code.

13. Medical research

The first Research-based apps Kit are geared toward research on Parkinson’s disease, asthma, cancer and diabetes. The participation in these studies is voluntary and Apple promises that will not have access to the medical information of the users, who will be treated so classified.

14. CarPlay

In the event today, Apple reported that the major automakers have pledged to adopt the Car Play. Created by Apple, this system connects the vehicle to the iPhone.

15. Now see the best novelties presented at Mobile World Congress 2015: