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How would you like to adorn your wrist with any of these items? Would it make a difference if I said they ran between $200 - $300? At that price, what would you want this type of thing to do? Don't know? Don't worry. No one knows. That is why manufacturers are desperately trying to figure it out. They are all racing against the clock to find the right formula that translates into market success. They are throwing everything at the wall to see what sticks. They have less than a year to figure it out. They know that when the clock strikes "iWatch", they all turn into pumpkins. 

If no one knows what a smart-watch/wearable is supposed to be, why is everyone spending so much time and effort doing it? The answer is "Apple". Everyone is afraid of the iPod effect. There were some MP3 players on the market before the iPod. But when Apple entered the market, it didn't take long before the market completely shut down. A couple of years after the iPod hit the market like an atom bomb, it was the iPod, and everything else. Not long after that, it was just the iPod. The same thing happened with the iPhone, but not to the same degree. It went from a smartphone market, to the iPhone, and everything else. If not for Google's quick shift to copy the iPhone, that would have been the end of that market too. The iPad fall somewhere in between the iPod and the iPhone when it comes to market destruction.

For the past couple of years, rumors of Apple entering the wearable space have been flying fast and furiously. Tim Cook has publicly stated that Apple finds the wrist an area of interest. That's all the industry need to know. Without a plan or a clue, they have launch a full assault on the wrist. The only objective for the recent spate of smart-watches is to get there before Apple. They do not care if their products are groundbreaking, or even good. They just want to get something on your wrist before you have a chance to see the iWatch. They don't want a repeat of the iPod, iPhone, iPad. They want to stake a claim in this fresh territory. They want to relegate Apple to niche player status, or at the very least, one of many. They will do anything to keep the wearable category from becoming the iWatch, and everything else. According to Cantor, they're already too late.

AppleInsider Cantor: Wearables now a 'legitimate' product category, but only an Apple 'iWatch' would drive sales

While the glut of wearable devices introduced at this year's Consumer Electronics Show signals that companies hope to tap into the emerging market, analyst Brian White of Cantor Fitzgerald doesn't expect that sales will reach a "meaningful" level until Apple decides to enter the space with its rumored "iWatch."

Personally, I don't want any of the current products. I'm not even sure I want an iWatch. I haven't worn a watch in years. Nor do I plan to start unless and until someone makes a compelling case for me to do so, as Apple did with the iPhone and the iPad. I wasn't sold on those items either until Apple showed me why they would help solve problems I didn't know I had. That is the difference between Apple and everyone else. Apple starts with the question, "What problem can we solve with a product or service? What are the pain-points people are facing, and what can we do about it?" Everyone else just asks, "What products can we make?" 

We do not know what problems Apple will attempt to solve with the iWatch. Nor do any of their competitors. No company has even attempted to make a compelling case for why their freshly crapped out smart-watch exists. They just offer you something to put on your wrist that has a bunch of features.  So far, consumers are responding to this strategy with a languorous yawn. So far, the message from manufacturers is, "Give us money and take this watch so that you will have neither money, nor room on your wrist for an iWatch when it comes out." What they fail to understand is that it is not the first one to market that wins, but the first to market who makes a compelling case to consumers. Right now, no one is even trying. Until Apple enters the wearable market, it will remain a category without a compelling product.

David Johnson

 

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