Comparing the Apple Watch Launch to Other Apple Launches
How does the Apple Watch launch stack up compared with iPhone and iPad launches?
by Rina Plapler and Mario Natarelli
As the Brand Intimacy Agency, MBLM is dedicated to building ultimate brand relationships. We seek to help develop strong bonds and emotional connections between users and brands, largely through technology. For nearly a year, we have been conducting ethnographic research with Apple Watch users, to understand their perspective on using the device. We have been examining every aspect of their experiences by having them complete daily and weekly diaries, requiring them to try specific features and functions, forcing them not to wear the watch for periods of time, and noting their reactions and videotaping them periodically. You can follow our findings here.
As we’ve learned more about the Apple Watch experience and how it started strong yet began to ebb, we wanted to understand how the watch measured up to other significant Apple product launches. Here’s an overview of what we learned:
- Apple Watch initial sales equalled or exceeded sales of the first iPhone or iPad.
- Apple products typically go through a cycle of peaks and declines with every new. model release. It is too soon to tell if Apple Watch follows a similar pattern.
- Initial user satisfaction levels for the Watch, iPhone and iPad were all very high and similar.
- Studies on Apple Watch users are few and far between. They differ on the continued satisfaction and usage over this first year with the Watch, with MBLM’s year-long ethnographic research suggesting users are losing interest.