Marketing Strategy for Apple Watch Bailey DeMaso, John Bond, Natasha Schulties, Tyler Peterson, Ellen Roussel, & Pat Fogarty December 7th, 2015 I will uphold the ideas of academic honesty. Signatures: Apple 1 Table of Contents ​
I. Executive Summary 3 II. Introduction
4 III. External Environment
5 IV. Market Segmentation
8 V. Marketing Mix
10 VI. Conclusion and Recommendations
17 VII. References 21 Apple 2 I. Executive Summary Apple Inc., founded in 1976 by Steve Jobs and Steve Wozniak, has been a tough and growing competitor in their market due to their philosophy to create “recognizable products [with] simple design” (Apple). Apple recognizes the fitness and health movement and produces smart products in accordance with these desires. Apple fell behind pace when it came to introducing their smartwatch in comparison with their direct competitor’s releases. The Apple Watch has superior technology and numerous customizable options as their strengths; however, they have major threats in obtaining share in the smartwatch market. Apple has a very neutral balance between its strengths and weaknesses for their new product. Apple is focusing on targeting people globally, within the ages of 15 and 30, who are in tune with luxury and fashion and seek an innovative product that simultaneously serves as an accessory. Sales figures suggest that demand for the Apple Watch will grow as smart watches begin to establish themselves in the market, though current sales are below what was expected. The Apple Watch is considered to be their most personal product yet and its benefits are what gives it a competitive edge. Apple’s promotional strategy focuses on the fashion aspects of the watch. Apple utilizes the five elements of the promotional mix to market their product in the most efficient way to a large audience. By promoting it as a luxury item, and using tactics to encourage an individualized, personal connection between the consumer and the Watch, Apple has grabbed the attention of consumers to build anticipation and excitement for their newest product. After our analysis of Apple Inc. we have come up with three recommendations that, if implemented, will improve the overall success of Apple as a whole. First, Apple must improve the overall speed and performance of the Apple 3 Apple Watch. Next, they must add more colors, sizes, and band types. Finally, Apple must create a more cost sensitive version of the watch. II. Introduction Apple Inc., originally Apple Computer Inc., was founded in 1976 in Cupertino, California by Steve Jobs and Steve Wozniak. Apple was not always the powerhouse it is today. They started off with very rocky sales and low market shares. Apple even lost one of their founders, Steve Jobs, in 1985. After the return of Jobs, in 1996, the company took off. Jobs became the CEO of the company and instilled the philosophy of “Recognizable products and simple design.” Apple’s current mission statement is not much of a mission statement at all, but it gets the point across. Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad (Business Insider). Apple has a vast array of products that they offer to fulfill the needs of the individual consumer (Appendix 1). At first, Apple's main product line was computers, starting with computers like the Apple 2 and Macintosh, then moving to the computer we all know and love: the iMac (1998). Apple continued to change with the introduction of the iPod (2001) and the iTunes Music Store (2003). It did not take long for Apple to introduce the very first iPhone (2007), iPod Touch (2007), and iPad (2010). The newest product released by Apple is the Apple Watch (2014), which will be the main focus for this project. Apple began at a very low price and low share like many companies. It opened for free trade on NYSE in 1980, only costing 51 cents (Appendix 2). It maintained the low share for the next 20 years. Not until the introduction of the iMac and other products did Apple begin to Apple 4 takeoff. Apple reached its peak in May of 2015, reaching $132.54 per a share. As of October 30, 2015, Apple’s share price is $119.50. Apple has had a steady incline of profit since the re­introduction of Steve Jobs. III. External Environment ­ Situation Analysis In today’s environment there are many factors that affect a product's marketing. Culturally, people today always want the newest, best products. In today’s society, there are more active people, sports­going people, and an all around more fit and healthy movement in our society. These changes help dictate the marketing of the Apple Watch to the general public and modify them to the needs of the consumers. The Apple Watch can “Receive and respond to notifications in an instant. Track your daily activity. Control your music using only your voice. Pay for groceries just like that. With Apple Watch, important information and essential features are always a raise of the wrist away” (Apple). This statement, located on Apple’s website, is just a glance at a few of the features that apple has to offer in accommodation with today’s fast­paced, evolving culture. From a technology standpoint, the Apple Watch is the most up to date, most technologically advanced watch on the market. This might be reason enough for someone to want to purchase the Apple Watch; however, in addition, the watch connects to the owner’s iPhone and transfers information back and forth with a single swipe or tap. For the digitally connected generations, this watch is more than just a watch; it is a way of life. Environmentally, the Apple Watch is earth friendly—with features like Apple Pay, there is a reduction of paper, plastic (ie. credit cards), and more. Economically, this watch saves time and energy; making tasks that were once time consuming, more efficient and easier. Apple’s revenue is four times as large as the watch market, so it has a great effect on the economy. With Apple 5 everything you need, from passport to license information, credit card to email information, everything's all right there on your wrist. Indirect competitors of Apple include Google, Microsoft, and Samsung (Appendix 3). According to Gizmodo, the Apple Watch’s direct competitors in watches are the Moto 360, Pebble Steel, LG G Watch R, Azus ZenWatch, and Sony SmartWatch 3. Apple usually is the leading inventor of new technologies. However, when entering the new market of smart watches, Apple fell behind pace. Two main competitors, Samsung and Sony, had already launched smartwatches that had been available to the market for more than two years. Additionally, at the International CES in Las Vegas, where companies showcase their latest technologies, Apple did not showcase their Apple Watch while five other main competitors such as: Intel, Pebble Steel, Metawatch META, Archos, and Songster did (SmartWatch Group). All the smartwatches are made to be paired up with a sister product such as an iPhone or an Android. Therefore, if an iPhone user wanted to get a smartwatch they would have to choose the Apple watch. Apple’s target market is those with brand loyalty or those who are technologically advanced. But, Apple faces big threats from competitors who have already been in the market for a while now because that is who the technologically advanced users went to first. Apple has a low threat from the bargaining power of suppliers due to their loyalty to Apple (Appendix 4). Competition is Apple’s biggest problem because they were behind in developing the watch. Apple, still however, has numerous strengths in the Apple Watch (Appendix 5). The Apple Watch has their main strength in the custom options offered. From the Watch Sport, Watch, and Watch Edition, the different customizable watch lines are something not all other smartwatch brands offer. Along with the look of the watch, the Apple Watch features innovative Apple 6 software, such as Apple Pay, that main competitors do not have. Additionally, Apple keeps all their product lines consistent by making the Apple watch feel familiar to any other existing Apple user with the same software and applications. This product is innovative because they adjusted the watch so it was not a mini iPhone, but a new and refreshing product. Still, for the Apple Watch to be successful they need to fix their main weaknesses (Appendix 5). Even with three different models, the Apple Watch is pricer than most other smartwatches. The Samsung line of watches retail for more than $200 less (SmartWatch Group). The Apple Watch also requires to own an iPhone and if you do not, it is an additional cost to the price. Also, some believe there is no need for a smartwatch. Customers do not see the need to use the watch while carrying their iPhone, which has to be near them for the watch to work (SmartWatch Group). Just like smartphones, Apple is also not the leading company with smartphones. Competitors like Samsung are dominating the market because they have been in the market for two more years than Apple. Finally, one mistake Apple made was naming it the Apple Watch and not the iWatch. Many people accidentally call it the iWatch because that is what they are used to products being named from Apple I­(product). However, Apple has a few opportunities to fix these weaknesses (Appendix 5). This is a new product category Apple is expanding into, and with their loyal brand followers, many will buy the product because of brand loyalty and recognition. The global watch market is a valuable and growing watch market. The industry is expected to grow at a 3­digit rate every year. This could be another cash cow for Apple. Also, something Apple has not done with other products is co­branded Beats Headphones for audio on the Apple Watch. Adding this powerful brand to the watch is a very profitable opportunity. Threats to the product include, once again, the late entry into the market (Appendix 5). Many Apple 7 smartwatch users already have their own watch and do not need a new one. Apple’s main competitor Samsung has a large share of the smartwatch market and it may be difficult for Apple to break their domination. This may particularly be a struggle because many Apple users do not find a need for the watch, especially if they are not as technologically advanced as other people may be. The low adoption and competitive market are two huge threats to the Apple Watch. With the market for smartwatches being so high and many existing products, there are not many way which Apple can differentiate themselves from the existing watches. Overall, Apple has a few strengths and opportunities. The weaknesses and threats may be hard for Apple to overcome. IV. Market Segmentation Apple has not strayed too far from their usual target markets and segments for the Apple Watch. Per usual, Apple has decided to market the Apple Watch specifically toward the same demographic as the majority of their other products: males and females between the ages of 15 and 30 (Appendix 6). History has shown that for Apple, targeting Generation Y, or the Millennials, is very profitable, as they tend to be best with Apple’s advanced technology. Apple will eventually extend the watch’s distribution worldwide; however, the geographic segment for the Apple Watch is currently limited, only being sold in 16 countries, including the United States, United Kingdom, Australia, Canada, France, China, Mexico, Taiwan, and several others (Appendix 6). One area in which Apple has shook things up is within their psychographic target segment. Apple is focusing more heavily on “luxury­loving” individuals and those who are fitness oriented (Appendix 6). Although Apple is reliant on their faithful returning to their stores to buy their newest product, they want to focus on a new, more specific segment that they believe will fall in love with the Apple Watch’s unique features. Apple’s socioeconomic segment Apple 8 is similar to their usual segment, middle to upper class individuals (Appendix 6). Although many of their products’ socioeconomic segments have expanded due to the vast global impact they have had, Apple will stick with this segment until the popularity increase, or they can decrease the price. The benefits sought from the Apple Watch are quite a bit different than most of their other products. Other than those who seek the fitness capabilities of the watch, Apple plans to focus on those looking to bolster their appearance and status with this expensive accessory (Appendix 6). Apple has actually increased their usage rate with the Apple Watch, as it can be used just about anytime, of any day (the watch has a feature that tracks sleeping patterns) (Appendix 6). The current projection of demand for the Apple Watch is difficult to interpret. Because of the young age of the product, there is not a lot of data or figures to analyze. Based on estimated sales figures for the first two quarters the product has been on the market, one can see that the estimated sales figures are not the best, coming in at around five million watches sold per quarter (Appendix 7). Although the figures are less than expected, the Apple Watch was never meant to replace the iPhone in terms of Apple’s main product; all sales are simply a nice boost for their revenue. Although the figures are sizably smaller than expected, the demand is expected to grow, with about 20 million units sold in 2016 (Appendix 7). The market demand for smartwatches is also expected to increase over the next several years. The market revenue for smartwatches is expected to balloon from about one billion dollars worth of sales in 2014 to just under ten billion dollars in 2020 (Appendix 8). There are not many other major competitors in the smartwatch market, however, so it is possible that these figures could be largely due to the projected sales of the Apple Watch. Apple 9 V. Marketing Mix A. Product Strategy Often referred to as a simpler version of the iPhone, this portrayal of the Apple Watch does not do the product justice. The Apple Watch is marketed by Apple as “our most personal product yet” because it is physically connected to a person’s body at all times (Apple). It features familiar characteristics of the iPhone that consumers are comfortable with, such as Siri, iMessage, Mail, Phone, and Calendar. It also has the ability to store commonly used apps, such as Uber, Instagram, and Twitter. One can connect to other users of the Apple Watch by sending messages through voice activation or sketches with the use of a finger tip that other Apple Watch wearers can see appear on their watch screen in real time. The Apple Watch also connects to the iPhone so the user can start something on the watch and continue it on their phone at a later time. Besides just enabling people to be in constant contact with other people through the Apple Watch, the watch includes features that allow people to better connect to their own bodies. This is mainly done through the Activity app that is included in the watch. The Activity app not only registers minutes spent exercising, but also includes physical activities such as walking a dog, climbing upstairs, and standing up. The Apple Watch has a strong emphasis on the health of its users, and also includes a Workout app. Through this app, the user can track their workout, enter their personal fitness goals, and track their progress over a long period of time. One major characteristic of the Apple Watch that distinguishes it from its competitors is its versatility for various users. The Apple Watch comes in two different sizes, a small watch face and a larger watch face. It is also made with either a lighter aluminum, or a heavier stainless Apple 10 steel for more durability. The watch comes in silver, gold, rose, and black, and the interchangeable bands include a stainless steel, leather, and fluoroelastomer option. The Apple brand has developed over time into one that is respected, loved, and trusted by its customers, and because of this, there is a strong sense of brand loyalty with Apple product users. It is not unusual for Apple stores to have long lines of people when a new product is released. However, with the Apple Watch, it is different. When first released, the Apple Watch was only available online, and customers personalized their watches online before they bought them. The packaging of the Apple Watch is similar to that of the other Apple products. It is encased in a sturdy, sleek all­white box, with a white Apple logo on the front. The packaging seems protective, but it does not compromise the style for which Apple is so famous. The Apple Watch is branded by Apple as the next big thing that will make connecting with others easier and more convenient than ever. The watch includes the most personalization options of any Apple product thus far. The idea behind this product is dependent on society’s growing need to be in constant contact to the rest of the world (Appendix 9). Although customers are spending hundreds of dollars on the watch for the quality, elegant user interface, and the simplicity of use, Apple provides so much more than that through this watch. The features, like the interchangeable bands and different sized and different style faces can be combined to create 40 different combinations of watch models (Appendix 10). This means that each individual has the ability to customize a watch based on their specific wants, needs, and budget. Once the product is purchased, there are 22 language options available to cater to the needs of all possible markets and the basic apps like messages, phone, weather, etc are all already built­into the watch (Appendix 10). The physical features include a touch screen Apple 11 retina display for a clear image, a heart rate sensor for recording and tracking physical activity, and Wi­Fi and Bluetooth capabilities to allow connection to internet and your iPhone. When the watch is purchased, it also comes with a charging cable, USB adapter and the customer selected band. In comparison to other brands of smart watches on the market, the Apple Watch is significantly more expensive but, taking into consideration the features and quality of the watch, many consider it to be a fair price (Appendix 11). On the lowest end of pricing, Pebble has released the Pebble Steel at a price of $75. This watch is allows you to see texts and emails but the lower quality screen does not produce the color display of that on the Apple Watch or other Android watches. It does have a highly efficient battery life and can last at least 4 days on a charge, but there is only the option of 8 apps (Appendix 11). The Moto 360 watch by Motorola is priced at $150 with stainless steel or black frame with a leather band for a more luxury look and due to its round face, it does not come off as a small computer on your wrist. One downside to this watch is the battery life but, the price and quality make it a good competition against the Apple Watch when under a budget (Appendix 11). At the highest price point, the Apple Watch comes between $349 and $17,000. These prices are extremely high compared to the other products in this category. This watch does offer the most features, not only physically but also with its software which is able to connect to the the internet without piggybacking off of your phone. The Apple Watch is expanding the capabilities of what a smartwatch can do. Apple 12 B. Promotional Strategy Apple decided to go a completely different route, in terms of advertising, with its rollout of the Apple Watch. Unlike past years when Apple has introduced a new product to the market, the fashion industry is playing a major role this time around. With all of Apple’s other products, they were able to focus solely on advertising their technological benefits, whereas with the Apple Watch they put technology in the backseat. With the launch of its first new product in five years, Apple is trying something new: releasing their product as an accessory within the fashion industry (Bloomberg Business). Because this is such a new market for Apple, they are approaching their advertising differently as well. For the Apple Watch, the company has turned to one of the fashion industry’s largest platforms: Vogue. With a 12­page segment in an issue of Vogue, Apple displayed its newest product to the world of fashion gurus (Appendix 12). Throughout the course of the advertisement, different versions of the Watch are put on display against a solid background (Appendix 12). The idea is to showcase the product’s beauty. It is unusual for a technology company to neglect the features of a product in its advertising, but Apple did this with full intention. For Apple, the Watch is, first, a piece of high fashion, and then a gadget. Also important to note is the Apple Watch’s USP. The device is so unique that it can be catered to the needs of each and every customer. The watch is a very personal product and Apple was smart to convey that within its Vogue advertisement. By simply placing the watch against a plain background, it leaves the audience with the responsibility to use their imagination to craft just how they will use the Watch (Appendix 12). Apple is so firm in its desire to market the Watch as a fashion item rather than another gadget that they exclusively sold the watches at high­end fashion retailers in London, Paris, Tokyo, etc., or online at its debut (Bloomberg Apple 13 Business). Apple neglected to use much more funding on advertising. With the exception of a few other ads, Apple relied on its spotlight in Vogue to convey to the audience that the Apple Watch was ready to break into the fashion world. The five stages of the promotional mix are: personal selling, advertising, direct marketing, sales promotion, and public relations (Promotion and Promotional Mix). All five of these elements are utilized by Apple, especially during the release of their newest product, the Apple Watch (Appendix 13). Apple has been using personal selling as a promotional technique since the beginning of the Apple store. The Apple employees are thoroughly trained, tech­savvy, individuals who represent the Apple company. When a customer enters the Apple store, they are promptly assisted by one of the employees, who work with the customer one­on­one to make a sale. This individual attention allows customers to have a sense of importance, and contributes to a positive in­person interaction. With the Apple Watch, since it is such an innovative product for Apple, they have had to use different advertising techniques from the usual iPhone or iPad advertising strategy. As of early 2015, Apple has spent $38 million on advertising for the Apple Watch (9to5mac). They had prime television advertising times, with commercials running after the NCAA basketball tournament, and shows such as “The Voice” and “The Walking Dead,” both of which bring in a large viewership. Besides commercials, Apple also advertises the Apple Watch through its interactive website. In terms of direct marketing, Apple, though it is one of the most forward­thinking companies to ever exist, believes in the effectiveness of direct mail marketing (TMR Direct). Apple does not flood customers with unnecessary information; Apple is selective in their direct marketing efforts, only send information worth receiving, and they design their posters in a way that grabs the attention of the customers (TMR Direct). Apple is Apple 14 strongest in their sales promotion of the Apple Watch. Two effective types of sales promotion include the March 2015 Spring Forward event to introduce the Apple Watch, and the very rare Apple Watch bundle offered for a limited time that said if an Apple Watch and iPhone were purchased together, the customer would save $50 (Apple Spring Forward,​
​
The Verge). The most important form of sales promotion for the Apple Watch is the fact that it is being sold as a luxury item. This means that the Watch will only be available in nine countries, and only through Apple, rather than a third­party retailer (New York Times). Apple also allowed customers to experience a preview of the Watch in stores where they were able to feel and wear the watches, which is important and effective because the Apple Watch is advertised as their most personal product yet (New York Times). The Apple Watch is being promoted as an exclusive item, that customers will have to wait to buy, which could build anticipation and excitement about the item. In terms of public relations, seven press releases on the Apple Watch were released by the Apple company from September 2014 to September 2015 (Apple (Red)). Apple also created a (PRODUCT)RED Apple Watch sports band and Apple Watch which will donate part of the proceeds to AIDS research, which helps better the perception of the Apple brand (Apple (Red)). C. Pricing Strategy One of the unique qualities of the Apple Watch is its high end pricing strategy. Some low­price option smart watches are the One Touch and Pebble Steel which can both be purchased around $150. Other options like the Moto 360 and the Sony Smartwatch are nearly double the price (around $300) yet are still lower than the Apple Watch (Appendix 14). Apple has several levels of quality in order to make the watch not only more customizable but also for Apple 15 the different price categories customers are able to pay. Despite this the most affordable watch is still $350 which many consider a significant amount compared to the price of similar products. Apple is able to charge top prices because it takes advantage its consumers who trust that with the high price demanded comes a high quality product. This may limit the customer base because of the extremely high prices but if they were to lower it, many of the loyal customers who believe in the premium price may not think of the product is worth it at the lower price. Apple is targeting both males and females between the ages of 15­30 (Appendix 6). Many of these consumers are loyal to the brand and tend to be more tech­savvy and are willing to spend top dollar especially on a product considered the “next­best­thing”. D. Distribution Strategy Apple uses both direct and indirect distribution in order to distribute its products to its customers. Direct distribution is the strategy in which the company will send the customers the products purchased directly from the manufacturer. Indirect is when the customer purchases the product through a separate retailer (ex. Walmart). Apple purchases the materials and components from suppliers and they are sent to a plant in China that assembles the parts. Customer online orders are shipped to them directly from the plant. For other distribution channels like retail stores, Apple will hold the merchandise in their California warehouse and then further distributed to the stores. This company uses selective distribution meaning that only a select number of retail outlets are given the product to distribute. The apple watch can be purchased online on sites like Amazon, Target, Best Buy but to try it on in store, you must visit the Apple Store, Best Buy, and select Target stores (Appendix 15). To purchase the highest­end Apple Watch Edition you must visit an Apple Store. Apple 16 The Apple Watch was first available for pre­order on April 10, 2015. It was officially th​
released on April 24​
2015 to 9 different countries for the public to purchase. Since then, the Apple Watch has been modified, promoted and more popular. This is all due to the Public th​
th
Relations efforts of Apple. On June 4​
a Press Release from Apple announced that on June 24​
th​
the Apple Watch would arrive in 7 more countries. On September 9​
2015, Apple introduced its watch OS 2 with Native Apps and New Gold and Rose Gold Aluminum Apple Watch Sport models. This added more versatility and a classier look to a wider audience. On that same day, Apple and Hermès unveiled the Apple Watch Hermès Collection. This was a huge deal for the Apple Watch because Hermès and Apple make very different products, so for them to come together to create a dynamic between the Hermès style and the Apple Watch technology was a very big breakthrough in the fashion aspect of the watch. th​
On October 5​
, Apple released 6, 15 second ads on their Apple website. These ads serve as a visual aid and another form of marketing the product, as well as feature different ways to use the watch. All 13 ads have a title that relates to the use to help create a small story or scenario. st​
On October 21​
, Apple released 7 more ads, again highlighting the many capabilities of the Apple Watch. These ads include clips such as “Dance”, “Move”, “Style”, “Travel”, and more. These ads became very popular and became another way for people to understand the use of the watch in less than 15 seconds per video. They feature a small story line and keep the viewer interested. In addition, the ads also feature other products or services in order to help each other gain popularity. An example of this form of ad is an ad entitled ​
“Kiss” and features two love birds wearing Apple Watch. The woman in the relationship receives a notification on her wrist that her Uber has arrived, but proceeds to dismiss it in an effort to continue being with her Apple 17 boyfriend.” (9to5Mac). These ads promote and highlight the Apple Watch and all of its capabilities. As a result of public relations, Apple is able to endorse their product in such ways that help make the Apple Watch a more desirable, distinguished and popular product. V. Conclusion and Recommendations Apple had a different marketing strategy for the Apple Watch than what they usually do for any other products. They took a creative route in how they advertised the product in fashion magazine, ​
Vogue​
. (Appendix 12) They marketed the product as a high fashion luxury product which counterbalanced the weakness they had with their price point. (Appendix 14) Their price was able to stay so high compared the rest of the market due to their target audience. However, the market for the Apple Watch was very small, but when marketing towards the target market they were highly successful. Additionally, through their advertising they were able to pick up strengths and opportunities to separate themselves from other smartwatches. (Appendix 5) They hooked potential buyers on with fun short clips on their website modeling the watch. The marketing strategy for the Apple Watch can be considered successful even if the sales do not show that. Their product, promotion, and distribution were all successful, the only area they suffered in was price, but that was expected with their niche of a market especially when it comes to luxury items. The three main components of the Apple Watch that gives it value are its versatility, its ability to connect people, and its applications with physical fitness. The Apple Watch is considered versatile for many reasons. The Apple Watch comes in two different sizes, two types of backing, 4 different colors, and 3 different interchangeable bands. This equates to 40 different combinations that can be made. This allows for more consumers to make their “ideal watch” that Apple 18 appeals to them. As a result more people are willing to spend that extra money on it. The Apple Watch is marketed as “[Apple’s] most personal product” because it is physically connected to a person’s body at all times (Apple). It also features many familiar apps used every day by consumers, such as Siri, iMessage, Mail, Instagram, Twitter, and Google Maps. Consumers can also connect to other people by sending messages through voice dictation or sketches with the use of a fingertip the other Apple Watch wearers can see on their watch screens in real time. In adding the Activity app, the Apple Watch also encourages and assists with physical fitness. The Activity app tracks many aspects of physical fitness that are important to the user such as minutes spent exercising, calories burnt, and if you reach your fitness goal for the day. The Apple Watch also offers a Workout app that is more geared towards intense workouts and helps the user track their progress. Based off our analysis of Apple Inc. there are three recommendations we made to better improve the overall product that is offered. One of the biggest complaints about the Apple Watch is its speed and performance, one consumer saying “if it takes time for the app to load on my watch, I could just take out my phone”. As a result our first recommendation is to improve the overall speed and performance of the watch. The next complaint received by Apple about their new product is that there isn’t enough colors and bands to choose from. Although the Apple Watch offers the most versatility in the customization of the product than any other Apple Watch or competitors smart watch. As a result our next recommendation is for Apple to increase their color, size, and band choices. Another complaint from consumers about the Apple Watch is the cost of the product. So our final recommendation is to create a more cost sensitive version of the Apple 19 watch to increase their consumer satisfaction rate and sales of the Apple Watch. If Apple were to take into account these recommendations, we believe it will improve the company as a whole. Apple 20 References "Android to Be Challenged for Market Share in the Wearables Space Following the Introduction aaaaaa​
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