MAIN FINDINGS

I. BACKGROUND:
Apple watch was a new technology innovation product development based on the invented of
Iphone (Apple company’s product) as supplementary items toward Iphone can be sync and
maximize the benefits of IOS software. It’s also can replace old fashion style product to full-
technology.
As we all known, the very first electronic watches are very popular in the early of 90’s when Casio
G-Shock is popular for young people at that time produce by the late company co-founder Toshio
Kashio, the model of G-Shock are keep developed and focus on Bluetooth technology, water
resistance also extreme design. This is the first step of background to have ideas to inspirited on
Apple Watch.

In fact that 2011 was a big year of Apple when the very first product was running, that was Apple
wristband using wireless and Bluetooth tech, the product using ideas of A first Nike sports watch,
is the touch screen device can rate the heartbeat and calculate the exercise process, the device is
also “contain an accelerometer, GPS receiver or haptic device”.
The Apple watch was released on 24th April 2015. The products use Intel chips and low-power
Bluetooth working on the 1.5 inches touching screen can be used for texting, sync, and
calling…synchronize from Iphone device.

II. VISIONS AND GOALS:

In this part, the visions and goals of Apple watch are going to be illustrated.

 VISIONS:
There are two simple differences of the linear model for product innovation. Firstly, it is the
technology-driven model. Secondly, it is the customer “need-driven” model. (von Hippel, 1978).
Therefore, CEO Tim Cook said about Apple Watch: “It’s not just with you, it’s on you.”
Firstly, “Here’s to a healthy life” is the vision of Apple watch when they were introduced to
consumers. Apple Watch’s first vision statement is care about personal health care by produce the
software and application importantly linked to the exercise and health of user (by calculate the
heart rate, calories, GPS is used to support the free runner to track their way from run exercise…).

The second vision statement is connected all Apple device together in able to sale more Apple
product, if you want to buy an Iphone, you will be supported to buy an Apple Watch for
synchronize and used that Apple Watch as a smallest device which bringing the similar application
appear on Iphone ( Siri controller, music, Safari internet, calculator, recorder, Camera…) and the
most important things is can be used for calling, receive call, and text message like an Iphone but
smaller device and smaller screen for convenience on any situation . According to Kay (1993), the
external links that a corporation has advanced over time and the investment in this network of
relationships which are created from its previous actions procedure a unique competitive ability.
Furthermore, they can be renovated into competitive advantages when added to extra unique
abilities such as technological capability and marketing understanding (Casper and Whitley, 2003).

Thirdly, Apple Watch aims to bring technology to simplify personal life style and competitive with
old fashion watches.

 GOALS:
The goal statement of Apple Watch as known as “Apple Watch is about more than technology: It's
fashion”. That’s one of Apple Watch’s goals, in able to satisfied the user by create the best,
fashionable looking to replace the stereo types of thinking that technology stuff is sharp looking
and not delicate as handmade, non-tech stuff. There are 38 Apple Watch selections with a
collection of changeable looks – containing the animated Mickey Mouse. Apple said that the
watches are made to be “highly customizable for personal expression”, letting the owners to make
their distinctive statements.
Subsequently, the third goal is to support the most popular product of Apple which is Iphone, both
products can support each other in able to public the brand name and product and increase the sales
of both items. As a matter of fact, Apple Watch can gain as more as they can the market share
through a lots of rival within the same products of its competitors such as Samsung and Intel.

III. PRODUCT PORTFOLIO

In this part, of the assignment, the product portfolio of Apple Watch is going to be provided. There
are many types and version of Apple Watch is public in the market which are: Luxury Apple
Watch, Sport Apple Watch and, Standard Apple Watch. Different product lines have three series:
Series 1 (released in 2015), series 2 (released in 2016), series 3 (released in 2017).
Product’s Price Features
name
Apple Standard class watches which
watch From $350 AUD to made from aluminum aim on
Sport $560 AUD (depend young people who love sporty
on the size) and fashion looking style.
Apple watch sport has a series
called Apple watch Nike+
which cooperated with famous
sport bran Nike inc.

Apple From $765 AUD to Middle class is higher than

watch $1395 AUD (depend standard which made from
on the size and the steel but the target customers
strap) are likely to prefer office
worker’s style, polite and
energetic looking.

Apple From $1745 AUD to The high-end class which made

Watch $23.700 AUD from ceramic, gold or rose gold
edition (depend on the in able to produce the classy,
material: ceramic or glamor and fancy out-look but
gold and the strap) include with exclusive price
which means not many people
can afford. Apple watch edition
has a luxury series called Apple
Watch Hermes which
cooperated with famous brand
Hermes.
 IV. MILESTONES AND IMPORTANT EVENTS

2002-2004 November 2014

First start from ideas of Nike watch Establish to public the final complete model

- 2002-2004: Nike and Apple Inc. ( Apple design chief Ive) cooperated start working out
with Nike Sport Watch
- August 2011: Apple (Ive’s design chef) start developing and continue to invented the new
Apple waistband for support personal sport activities.
- November 2011: The Apple Watch project was start by Jony Ive
- December 2012: The leak news came from China said that Apple was researched and
working out with a small device using Intel chips and 1.5 inch touchscreen.
- May 2013: Apple’s Chef Tim Cook first sharing the information that Apple is developing
the wearable stuff.
- October 2013: Apple Inc hired Angela Ahrendts, designer of Burberry luxury brand for
fashion wears
- January 2014: Apple hiring Nancy Dougherty from startup Sano Intelligence and Ravi
Narasimhan from general medical devices firm Vital Connect
- July 2014: Apple hiring Patrick Pruniaux the vice president for sales department of TAG
HEUR
- September 2014: Apple release the first image of Apple Watch into public
- November 2014: Apple release the final complete product.

Other Special event:

- Apple Watch Series 1 (2016–present)

- Apple Watch Series 2 (2016–2017)

- Apple Watch Series 3 (2017–present)

REFERENCE
1. Apple Inc. Website

2.Von Hippel, E. (1978) Users as innovators. Technology Review, 80, 3, 30–34.

3. Kay, J. (1993) Foundations of Corporate Success. Oxford: Oxford University Press.

4. Casper, S. and Whitley, R. (2003) Managing compe-tencies in entrepreneurial technology firms: a

comative institutional analysis of Germany, Sweden and the UK.Research Policy,33, 89–106

Anonymous (2015) Apple Watch and beyond: The strange history of smartwatches,
in pictures Available at: https://www.zdnet.com/pictures/apple-watch-and-beyond-the-strange-
history-of-smartwatches-in-pictures/10/

Rhiannon Williams (2015) A timeline of how the Apple Watch was

created. The Telegraph. Available at: https://www.businessinsider.com/a-timeline-of-how-the-
apple-watch-was-created-2015-3?IR=T

https://au.pcmag.com/wearable-tech/24279/opinion/understanding-apples-watch-strategy
https://www.macworld.com/article/2689413/apple-watch-is-about-more-than-technology-its-
fashion.html
https://www.theverge.com/2015/6/29/8860737/casio-watches-smartwatch-features-photos-
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