Apple and wearables

Smartwatches. Smartwatches. Smartwatches.

That’s been the talk the last few days since LG, Samsung and Motorola showed off their wearable devices at Google I/O this week. Is this how smartwatches should work? Is this the future of wearables? I couldn’t tell you.

With everyone’s cards pretty much on the table, I started thinking about how Apple would approach the smartwatch. What would it look like? Would it be sporty or luxury? Rubber or leather? Round or square? So far, very little information has been reported about the rumored device. But what we do have is a 6-minute clip of Tim Cook speaking about wearables at the Dll conference in mid-2013. You should really watch it. Here are some quotes from the video that lead me to believe that Apple is thinking much more deeply about this area than the competition:

The ones that try to do more than one thing, there’s nothing great out there.

There’s nothing out there that’s going to convince a kid who’s never worn glasses, or a band or a watch or whatever to wear one.

It’s an area for ripe exploration.

It’s another key branch of the tree.

The wrist feels somewhat natural.

For something to work here [the wrist], you first have to convince people it’s so incredible, that they want to wear it.

If we had a room full of 10 to 20 year olds and we said ‘everybody stand up that has a watch on’ I’m not sure anybody would stand up.

Their watch [referring to kids] is this [pulls out iPhone].

While I have yet to try on one of these Android Wear smartwatches, from the outside looking in, it seems like these watches may not be so “smart” after all. Steve Kovach of Business Insider said that his Gear Live constantly notifies him and “won’t shut up.” Others, such as Ben Bajarin have said similar. Venessa Friedman from the New York Time’s said that both LG’s G Watch and Samsung’s Gear Live “have not bridged the fashion gap.” These are all problems that need to be solved if anyone is going to buy a smartwatch.

Tim Cook is absolutely right in his statements. If the masses are going buy into the idea of a smartwatch, it has to be natural and most importantly it has to be incredible. So far, I’m not seeing that.

Also, this is gold.

And so is this.

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