Apple wants to make sure its upcoming smartwatch will be a commercial success. The iPhone developer has put up several videos on its website, showing potential customers what the new gadget is capable of.
In a four episode series released on Friday, entitled “Welcome to Apple Watch,” the Apple website walks visitors through a sequence of tutorial videos, emphasizing the features of the smartwatch and showing people how to use it. The website suggests more episode are still in development.
The Apple Watch videos reminded people of the iPhone marketing campaign, when the Cupertino giant posted similar videos to familiarize consumers with their innovative product. The first videos covered the touch screen and messaging capabilities of the smartwatch, but Apple promised more tutorial about Maps, Siri, iPhone compatibility and, of course, fitness applications.
Currently, the intelligent watch designed by Apple targets two categories of consumers: Apple hardcore fans and people who already use smartwatches designed by other companies. But the company seeks to expand its target, and the new videos they put on their website are part of this strategy. Apple hopes to attract new customers this way, hoping to convince neutral that they really need a smartwatch.
The new videos are being referenced all over the Apple website, in an attempt to make casual visitors to check out their new gadget. One video, “Digital Touch”, shows how easily a message can be sent or a call be made by simply touching one of the smartwatch’s side buttons. In “Faces” people can find out how customizable the Apple Watch really is and how to effectively switch between different skins.
There is a wide array of smartwatches currently available in the market, but Apple relies on its prestige and aggressive marketing to make sure their product will take over and, perhaps more important, find new customers. Immediately after the Apple Watch was announced, market specialists predicted it will fall short on sales. But surveys made more recently showed thousands or even millions of people consider buying the smartwatch simply because it’s another Apple product.
This time, Apple plans to avoid the infernal waiting lines that became iconic for every iPhone launch in the past. The Apple Watch will not be available on stores by default, not even after officially hitting the market, as the company opted for a reservation system instead. Only the reserved items will reach Apple stores. Those interested can sign up from April 10.
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