Allister Heath’s account Friday in the Telegraph of Tim Cook’s visit to an Apple Store in London reminds me of the free advice Above Avalon’s Neil Cybart gave last month about how to sell the Apple Watch.
People are overthinking it, he says. This talk about monitoring heart rates or opening car doors — two things Cook mentioned Friday — has its place. But ticking off a list of use cases, says Cybart, is not the marketing message that will sell the thing.
According to Cybart, Apple’s customers will buy the Watch because:
- It’s a cool watch. The Apple Watch is a watch with a customizable digital face and a selection of interchangeable bands.
- It looks nice. The Apple Watch has a clean, fresh, design that strikes a balance between luxury and technology.
- It’s made by Apple. The Apple Watch is designed in California by the same company that is responsible for the iPhone, iPad, and Mac.