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Wearing a halo Apple Watch sales embarrassment of wearable device hardware entrepreneurs should learn what 7 lessons?
Source:Time:2015-07-16

Born at the beginning of the controversial Watch Apple, now need to bear more pressure. Recently, Watch Apple has been predicted on sale in the United States for sale in the United States over a million in the third party market analysis agency Intelligence Slice once again issued a Market Research Report on the Watch Apple sales. Report: Apple watch smart watch sales after 4 months on sale early transient blowout, entered the dormant period, 90% of its sales diving. In the United States market appear formula down the cliff. Occupy the two third of sales, sales have been less than 2 million, and sometimes even lower than the 1 million pieces, and low profit of sport, and attached to the luxury of Apple watch edition in the United States sales of less than $2000.

And we are back to see Apple watch launch at the beginning of the, each market research firm the in 2015, the market sales forecast: market research firm strategy analytics predicted Apple watch sales this year could be up to 15 million; Deutsche Bank analyst expects Apple watch sales in 2015 is expected to reach 176 million, analyst at BMO predict Apple watch sales will reach 19 million; JP Morgan analyst is expected this year Apple watch to be sold 26 million; Morgan Stanley analysts forecast is predicting Apple watch sales in 2015 will reach 30 million.

From the estimates of these research institutions we can see that although the Watch Apple's sales are expected to range from 15000000 to 30000000, but it has shown a positive attitude towards Watch Apple sales. But from this latest sales slice intelligence forecast report and apple changed the previous high-profile attitude, the tight lipped Apple watch sales initiatives. Optimistic forecast seems to eventually fell back to the present reality, early apple watch seems to be the apple over the past few years for the first time to buy real products. The original Apple Watch, is "worthy" of the grace of apple. Apple to its thousands of pet, it held only two conference, with the most forward-looking touch force touch touch technology) technology, the best body material (sapphire, rose gold), placed the most conspicuous position display and the strong marketing at Apple retail stores.

This we don't by doubt, why Apple watch in the heyday of the apple brand halo and so many efforts, its still not only failed to reach subvert the current industry, intelligent can wear market to bring new change of mission; not even reach the analyst sales expected goal? Personally think that the following reasons lead to the first generation Apple, Watch hit the current sales embarrassment. And these lead to early apple watch the sales embarrassed the reason, is also the moment can be wearable device hardware entrepreneurs from draw experiences and lessons, to make a reasonable choice and planning in the wearable device hardware products in all aspects.

A wearable device can really come true

As the saying goes "Lei outlet of pigs will fly", this is justified. Air outlet has a vital impact on the success or failure of a product. In the industry before the arrival of the tuyere, many enterprises although the introduction of products ahead of their time, but not to be accepted by the public; and in a large outbreak of industry and a bad business, go blind participation can also earn tray full alms bowl full of the phenomenon is not uncommon. Intelligent wearable device is also affected by the outlet. On the one hand, no one denies intelligent wearable device is one of the future trend of development of science and technology; and on the other hand, from the current intelligence can be wearable devices, especially smart watches the performance point of view, and let people doubt this outlet whether there really coming. But Fitbit Bracelet 20000000 sales, millet Bracelet 6000000 sales, it seems that the outlet of the smart bracelet has arrived, and the air outlet has not yet come. This also tells the entrepreneur, smart Bracelet in the moment than the smart watch to fly. Of course, in this also have to ask a question: Watch Apple is not a little too early.

Two, consumers too high expectations

Apple's Steve Jobs era of consumer electronics products have again and again innovation, it brings the iPod, iPhone, iPad and a series of products changed cognition of people for electronic consumer products external beauty and inner experience, or even change the world. He will push the innovation at the time of the peak, the apple on the innovation of the altar. Zhongxingpengyue, let the apple in the head of a giant halo at the same time also bears a greater mission, even after the apple of each a new are we look forward to, asking them to change the world, subvert the current. So in the current can be wearable devices confusion complicated environment, apple watch as Apple launched the wearable devices, granted to the commitment to change the weight of the world of wearable devices; and Apple had all the position, also shows that the will to subvert the watch industry, before and after the move of overstating the consumers of apple watch expectations. So when she still holds partly concealed, us infinite daydream, but when the off the veil, let us see everything, we found its appearance not in a thriving and its function in simple and pleasant. Watch Apple failed to meet our high expectations, but let us have a big gap. And this gap, the first to weaken the consumer's desire to buy Watch Apple.

Three, the use of the experience and the price of the discrepancy

Watch Apple seems to be a normal experience of the inherent use of apple products. Apple products in the past, the intuitive, simple operation experience in the Watch Apple seems to have been difficult to find. Started early, even you are very difficult to find back to the way an app from the app, and it is difficult to know how to quit an app, understand it you need to learn a lot of exploration, to spend more time cost. Apple Watch in the application of fluency is more and iPhone products such as the difference in the world, he is a homely food. And even more important is apple Petite watch dial makes touch point and click, text input operation and internal app perception experience there are all kinds of deficiencies. This makes the Watch Apple operating experience a sharp decline in the degree of pleasure.

Watch Apple in the use of a sharp decline in the use of pleasure, the price is still high, the official price, from the sports version of the 2588 to rose gold version of the super 140000 yuan. The asymmetry of experience and price first appeared in Apple's products, and in the consumer more and more critical today, even if there is a huge apple brand halo, product is not easy to use also doomed it hard for consumers to accept.

Four, the key points of the solution to the pain
For wearable devices, endurance and fever control is one of the key pain points. While the original Apple Watch appears on these two points are not ready. Weak endurance has already become the apple watch a short board, although several times in the subsequent updates to 18 hours compared with the beginning of sale of a slight increase, but it still belongs to the weak life can be wearable devices. And in addition to the weak endurance, apple watch fever control Apple seems to have no good solution, a few days ago broke the "Apple watch deposit overheating risks consumers upload skin burns according to the news, and in the apple store experience, apple watch can sense temperature is indeed better than the iPhone and other products of high temperature, the wearable devices can be said to be fatal.

Five, function is to do addition or subtraction

Apple Watch Apple specifically to create a OS Watch operating system, from this point you can see that Apple's wearable device on its function is to hold the pursuit of large and full of attitude. Apple may want wearable devices such as mobile phones, as long as can be realized in the mobile phone function can give wearable devices plug into it, give it a variety of applications, let it transformed into a versatile player. Of course, to the wearable device into the phone's all functions, which is from the reality or from the theory, are feasible. And apple and Android smart watches are also doing so, but this seems to be more apple and Android manufacturers wishful thinking. Consumers really need such numerous applications? Is the application of these applications in the wearable device is really good? When down to see, the consumer can use most of the functions in the wearable device is nothing more than a look at the time, the track record of the movement, sleep data. Limited petite and endurance of the size of the screen before the smart watch, Zhu body of many applications is simply tasteless. Consumers prefer simple, practical, efficient and accurate wearable devices, this point from the Fitbit, millet bracelet also can be confirmed.

Six, product positioning is independent or dependent

Although apple is apple watch to create a watch OS operating system, but early apple watch, its location is still iPhone accessories, it can not completely out of the iPhone. But Watch Apple can do the thing, iPhone nothing can not be completed, and even can be done better. Not only iPhone can be completed, the iPhone third party products also can be very good. And as a part of the accessories, he lacks the essential. Users of his demand is not just a natural. At the WWDC2015 conference, Apple released the OS2 Watch, then let Watch Apple began to embark on the road of independence. It can be expected that in the near future, Watch Apple will be completely independent from the iPhone.

Seven, the use of the scene is too idealistic

Apple watch the original idea is creating new user demand, again will users are becoming more lazy (even the phones are too lazy to take out), or is in it is inconvenient for us to come up with mobile phone can indeed provide us with timely remind, do a quick awareness and reply. But in real life, how many of us can not be the first time in the smart phone to know this information? Ordinary consumers can participate in the number of cases even the phone can not take out the occasion? So, Apple will be the role of Watch Apple and the use of occasions to think too much of the ideal, Watch Apple real use of the scene is actually very narrow.

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