Will the Apple Watch be a hit?

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Here it comes, the Apple Watch is finally here. Here it comes, the Apple Watch is finally here.

After Apple’s press conference in the early morning, I received several interviews today, and everyone had the same question: "Do you think Apple Watch will be a big seller?" Now, I ask you this question, what is your answer?

Apple Watch has three series, Apple Watch Sport, Apple Watch and Apple Watch Edition. The case materials of the three series are aluminum alloy, stainless steel and gold, and can be combined with a variety of straps. The price of Apple Watch Sport is 2588 yuan to 2988 yuan, the price of Apple Watch is 4188 yuan to 8288 yuan, and the price of Apple Watch Edition gold watch is 74,800 yuan to 126,800 yuan.

I took a quick look at the comments online, and most of them are "venomous" and generally pessimistic. This is consistent with the fact that every time Apple releases a new product line, there is almost constant criticism, but what is the result?

Let’s take a quick look at the performance of several recent Apple products after their release:

In 2009, Apple's iPad was met with "venomous criticism" when it was first launched, with some critics calling it an "enlarged iPod touch." A year later, Apple's stock price rose by 65%.

When the iPhone was first launched in 2007, mobile phone manufacturers such as Nokia and many industry insiders also had a negative attitude towards it. However, a year later, the iPhone caused Apple's stock price to rise by 82%.

In 1998, Apple released the iMac, which was criticized for cutting out the floppy drive, but a year later, Apple's stock price rose 47%.

Of course, it is very arbitrary to simply rely on the history of Apple's new products to predict the future of Apple Watch. Let's take a look at what kind of product Apple Watch is.

From Apple's press conference, I felt the three attributes that Apple gave to Apple Watch: technology, art, and fashion. Moreover, these three attributes are ranked as follows: fashion > art > technology. Yes, you read that right, the fashion attribute is the strongest, and the technology attribute is the weakest.

When I saw that the Apple Watch was going to cost 100,000 RMB, everyone was shocked, including me. This was also the main point of Apple's online complaints, because it was far beyond everyone's expectations of the price of a smartwatch, and it was not the Apple we knew. So everyone commented: Apple is crazy.

Is Apple crazy? Obviously not. Even if Jobs could be crazy, Cook certainly won't. First of all, Apple is weakening the technological attributes of Apple Watch and strengthening its fashion attributes. As a technological product, it is crazy; but as a fashion product, what about it?

Furthermore, as a luxury product? Apple obviously considers it this way. For example, like other luxury products, Apple products first found a spokesperson - supermodel Christy Turlington. She ran a half marathon in Tanzania with Apple Watch, and she talked about how Apple Watch helped her finish the race. For another example, it has been printed on the inside pages of "VOGUE", or Zhou Xun's husband Gao Shengyuan wore it on the cover of well-known fashion and health magazines such as "Men's Health".

Why were smart watches so tepid before, and why did many people buy them just for fun? The previous smart watches were really bad. I have worn at least a dozen smart watches, but none of them lasted more than a month. So I have been looking for a "good" smart watch. In short, smart watches are a weak demand, not a strong demand.

Now, Apple is trying to use "fashion" as a guide to turn a weak demand into a strong demand.

So, in Apple's eyes, this is not a watch, nor a smart watch, it is a lifestyle and a fashion element.

That’s why everyone was surprised to find that this time, China was the first country to launch the product. If Apple Watch is positioned well, the Chinese market will be crucial, crucial, crucial!

This product is really different from Apple's previous products. Apple has also embarked on a new path.

Back to the question at the beginning, my answer is firm: it will sell well.