Why the Apple Watch Ultra will succeed where the Edition failed

It’s been over seven years now, but I still remember how many opinion pieces have been written about the 18k gold Apple Watch. The website smart watches during that time they were just a little toy for geeks just another small screen on which we can see the notifications. And, of course, when Apple entered the market offering a deluxe version, the brains of those same geeks shorted out. Now, with the Apple Watch Ultra, it’s happened again.

It wasn’t really blatant or far-fetched. Apple understood that it was important that its watch, in addition to offering smart functions, is something beautiful that everyone wants to wear. iPods have become very fashionable in part thanks to the white earphones and MacBooks thanks to the little light-up apple. These are details that identify the product, and give it a certain status. With him, it was crucial. In the 21st century, it’s less about the function of the watch and more about what it says about the person wearing it, and that’s why it was placed in the category of way of life.

Apple wanted its own Cartier tank the dress watch that wore the The best The fact that celebrities wear them and they help sell more affordable models. No one makes money directly from luxury products, but they help position the brand and increase sales of other models. What Apple hasn’t understood is that if you look at the history of wristwatches, what really made some models great was precisely their functions and not just their purely ornamental value. It came later as an incentive. The iPod did not become popular because of its headphones, but because of its function.

That’s what happened with the Apple Watch itself, and it wasn’t until the health features were implemented that its sales took off and it became a fixture in people’s lives. millions of people. In a society like America, where more than 70% of the population is overweight, it was essential to have a device that encourages you to move attracts great interest. Apple has also been able to promote it as a lifesaving device. She therefore addressed herself not only to her potential clients, but also to their relatives and to the elderly.

The Apple Watch is a device in the health and wellness category, not the category way of life as originally planned. Styling options came in the form of case color and straps, but the gold editions passed without much fanfare. After the Ultra model was released, they were discontinued. Apple was left without its Cartier tank, but now it has its own Rolex Submariner, because the real… smart watch Apple’s luxury smartwatch isn’t the Edition, a dress watch, but rather the Apple Watch Ultra, its smart watch jock.

The wartime origin of the watch, which is still in use today

Traditionally, watches were worn in the pocket, and it wasn’t until the late 19th century that we began to see models attached to bracelets or chains. They were designed exclusively to be worn by ladies, as they were perceived as delicate and feminine when paired with jewelry. But taking his watch out of his pocket to check the time was elegant, but not practical. And in 1904, airline pilot Albert Dumont asked watchmaker Louis Cartier for a watch he could carry in his hands while flying an airplane. This is how the first men’s wristwatch without this feminine connotation was born. Is there anything more masculine than flying a plane?

The outbreak of World War I popularized and extended its use. Time was crucial in war maneuvers, and it was not easy to check the time on your pocket watch while turning. The telephone and alert service… made the use of watches compulsory for soldiers. The only practical way to wear them is on the wrist,” said the President of the European Commission. New York Times in 1916. And from then on, watchmakers used this idea to sell it to the general public – even in the trenches!

After the Second World War, the watch remained a clearly masculine tool, and the marketing departments knew how to transfer the essence of the campaign watch to create the sports watch, which would become the best ally of these men in their Herculean and surprising tasks. Their popularity has steadily grown, and their essence remains to this day, revitalized once again by smartwatches.

Upper class men began to wear watches specifically designed for pilots, mountain climbers or divers. They were the tool of great men performing great feats. These models saved the Swiss watch industry, which was dying after the invention of the first quartz watches.

They were born on the battlefield, and their essence has been preserved. Their functions and the construction materials from which they are made are of particular importance: what good is an Italian leather strap and a gold case when you are rafting or mountain climbing? Adventurous men need titanium, ceramic or steel. It is the spirit that is sought and sold.

Apple Watch Ultra for athletes and non-bored people

Apple has perfectly integrated this essence with the digital features that only Apple can offer, and that’s why its new watch is not the Watch Pro, but the Apple Watch Ultra Professional today is associated with boring, depressing and sedentary. office work, not with war, racing and adventure. That’s why it’s called Ultra: a watch designed for extreme situations. This is what the videos shot on the highest mountains or the dives in the deepest waters announce.

The Apple Watch Ultra is priced much lower than the gold model, so it will sell for a lot more and increase the average revenue per user. One of the most important steps to get a bigger profit margin. Not only will it be a more profitable and successful product, but it will also better position the brand against competition from specialist sports watches. It’s your very own Rolex Submariner, James Bond’s watch, the most popular sports model in history.

The Apple Watch Ultra is a smart watch for extreme athletes, but also for ordinary people who dream of a life less monotonous than the one they lead. At a minimum, the watch can be used to provide that touch of adventure.

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