Is the Apple Watch Ultra cut out for adventure?

Compass with waypoints in real time, 86 decibel alarm in the event of a fall, “night” mode switching the interface to red… The innovations of this Ultra should appeal to hiking and trail enthusiasts. Apple

Offered at 999 euros, the latest connected watch from the Cupertino giant, positioned on the outdoors and exploration, attacks both “Swiss Made” and the most luxurious “smart watches”.

Basically, is the Apple Watch a failure or a success? Eight years after its birth, everything is a question of point of view. Compared to the 1.8 billion iPhones in use worldwide and the billion dollars in daily turnover of the Apple brand last year, we understand that it played the supporting roles of the Keynote 2022, Wednesday evening. However, his latest version was the only real novelty of this back-to-school show…

It must be said that, seen from Switzerland and not from California, the landscape is different. In just a few years of existence, Tim Cook’s connected watch alone represents more in volume than all of the world’s sales of Swiss watchmaking: if the match were still balanced in 2018 (23 million for Cupertino , 24 on the Swiss side), it would have sold 38 million Apple Watch last year against “only” 16 million “Swiss made” pieces.

What does it matter for Apple to supplant the watch industry with a single watch (and many bracelets)?

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