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Apple Watch, Features and Future Challenges
March 12, 2015

The unveiling of the Apple Watch in early September created a huge buzz within the tech world. The wearable device category is Apple’s first addition to its repertoire since the iPad in 2010 (which sold 15 million units in its first year). It’s not just new technology, though, it’s a piece of jewelry. This week’s keynote made one thing clear, even more so than an iPhone or iPad, the Watch is a luxury item the company wants people to display on their bodies proudly. Critics have been quick to judge the Apple Watch, but despite their reservations and concerns, Apple is projected to sell 20 million alone off the Apple Watch within its first year. Other smart watches within the category haven’t seen that much success. Pebble, the first smart watch to launch, says it’s sold 1 million units in its two years on the market, while watches from Samsung Electronics and LG under the “Android Wear” banner sold just 720,000 units in 2014.
Here’s a list of our favorite Watch features.
In terms of marketing, the Apple Watch gives companies a whole new creative for online advertising. If there are eyeballs on the screen, there will be advertisements. Industry leaders are warning advertisers against treating wearable devices how they would treat advertising on a smartphone. The amount of time spent looking at a watch is dramatically less than that of a smartphone. Sophie Kleber, Director of Product and Innovation at Huge, advised industry peers to “make it legible and immediately useful.” Kleber continued, “People look at their watches continuously throughout the day, for about 0.5 seconds each time. With that in mind, designers should focus on only providing messaging and functionality that is timely (pun intended), of high contextual importance and immediately actionable. If you have to take out your phone to complete an action initiated on the watch, then it’s not a true watch use case.”
It’s going to be interesting to see how advertisers adapt to a platform like the Apple Watch. If projections ring true, all eyes will be on the Apple Watch, which leads to the question how will marketers react? What do you think? Tweet us your response @DigitalBrew_co.