Is the thrill gone?
For this round of findings we’ve surveyed our panel twice. We forced them to go one week without wearing their watches, detail what they discovered, and then we conducted on-camera interviews. After half a year, reality has set in among our Apple Watch users. Like the seven-year itch within relationships, a six-month itch seems to be attached to the watch, and our panel members have become a bit stuck.
Overall, our panel members continue to like the watch. A few are happy with it; a few are indifferent; many have lost that loving feeling. Most view it as a watch that does some cool tricks. Expectations have become more realistic, and although some panel members are underwhelmed, few are completely disappointed.
The watch has limitations. It has finite features, its design is less than ideal, and it could be faster and more user friendly. Gripes abound, especially among millennials.
The watch appears to have an increasingly narrow cast for our panel members. Most use it mainly for one specific function—notifications, the activity monitor, or answering texts and calls. The idea of wearing the watch some of the time (3–5 days per week) also seems to be growing in popularity. Users are finding it agreeable as a part-time accessory.
Most of our Apple users admit they don’t use Siri regularly. For a device that relies on voice recognition for many of its functions, Siri appears to have quite a bit of trouble recognizing names and following simple commands.
Even among those who are underwhelmed with the watch today, feelings toward the watch and Apple remain positive and optimistic. Although most of our panel members believe that the watch has a long way to go, they are confident that it will eventually improve.
After six months with the Apple Watch, we see some notable changes in the behaviors, attitudes, and opinions of our panel members.