Apple Watch Goes on Display in Milan, Phil Schiller and Marc Newson on Hand

[Rogifan]

Interesting that Kevin Lynch is nowhere to be found at these types of events yet he has been the sole face of the Apple Watch demos at two of Apple's events now.

Edit: Nevermind. I just read Lynch's CV. No wonder he hasn't shown up at events like this. He's the former CTO at Adobe. CTO types don't often mix well with press and fashion types, I wouldn't think. I find it interesting that they put him in charge of Apple Watch software development.

Brian Chen (I think he works for the NY Times) claims Steve Jobs tried to poach Lynch from Adobe. John Gruber mentioned this in one of his recent podcasts too.

 

[Kojemica]

Please explain why you feel that a marketing strategy is a sign of desperation.

this is going bit farther than just a marketing strategy...

 

[greytmom]

this is going bit farther than just a marketing strategy...

How?

 

[Kojemica]

How?

iphone's sell themselves these days. people want them before apple starts advertising them. they sell like hotcakes and there's never any doubt that they'll sell a record number every year.

with the apple watch, it feels like they're trying hard to convince people of their relevancy. i'm not exactly sure going for the fashion angle is the right way to sell it, but when you think about it, that's really the only way they're going to have a chance.

the sheer convenience of smartphones these days is why devices like smartwatches haven't taken off. they're not required, they're not an evolutionary step in technology. they're a side-step. the future of human technology is not the smartwatch.

so because of this, it seems like apple is going above and beyond simply marketing the device. they have to convince people that they need or want an extraneous device when they already have smartphones and tablets.

 

[Will do good]

I totally understand why many "Fashion" items do this.
As they are inherently useless, even not that well made, and they simply need to do this type of thing, to generate hype over what it in reality a weak product if you looked at it with a critical eye.

Apple should not feel so uncertain about THEIR product.

I don't think they needed to do any of this, and many would have far more respect for them if they focused on what they are good at, making great products, and not stooping down low like they are.

They should be proud of what they have made, not have to resort to gimmicky tricks to hope and pray they can make themselves look cool.

I honestly don't think they need any of this, and if smacks of weakness and uncertainty in yourself to feel you have to do any of this.

Basically that are admitting, we think this will fail, unless we do all of this.
That's a bad sign to give off.

You know all this…how?
Because you market for another high end brand?

 

[WelshDog]

This is lazy pop culture criticism. I think it's extremely smart — and arguably, necessary — for Apple to be courting the fashion industry.

Exactly correct. Cover all the angles. Fashion and jewelry are very high margin segments, much like the segments Apple has created for themselves in hardware.

 

[greytmom]

iphone's sell themselves these days. people want them before apple starts advertising them. they sell like hotcakes and there's never any doubt that they'll sell a record number every year.

with the apple watch, it feels like they're trying hard to convince people of their relevancy. i'm not exactly sure going for the fashion angle is the right way to sell it, but when you think about it, that's really the only way they're going to have a chance.

the sheer convenience of smartphones these days is why devices like smartwatches haven't taken off. they're not required, they're not an evolutionary step in technology. they're a side-step. the future of human technology is not the smartwatch.

so because of this, it seems like apple is going above and beyond simply marketing the device. they have to convince people that they need or want an extraneous device when they already have smartphones and tablets.

This isn't an iPhone. It's a brand new product that people are going to wear on their bodies all of the time. Attacking it from a fashion standpoint as well as a technology standpoint is absolutely the right thing to do. Remember, there is a huge chunk of the world that doesn't spend the day on MacRumors or other sites, basking in techno talk.

Marketing IS convincing people that they want something, need something, will be better off with something than without it. And every successful company that sells products knows that.

Just because this product is being marketed differently than other Apple products doesn't mean that Apple is grasping at straws. New product = new strategy.

 

[Rogifan]

Apparently there's some exclusive Apple Watch dinner in Milan. I'm guessing Schiiller will dress up for that.

http://iconosquare.com/viewer.php#/detail/965351278899700915_248094680

 

[iPad Air]

LOL, Phil is like...get that camera out of my face.

 

[recoil80]

I went there to be able to see the Watch.

Schiller wasn't there anymore, but the room was quite crowded and I guess I was the only geek. Many people I found there were in Milan for the design fair, so it was obviously an event made for them, not for the people who usually buy stuff at the Apple Store like me.
That's why they show cased the Watch in Milan today even if is not yet sold in Italy, it was just advertising.

I had the ability to test the Watch on my wrist and guess what, the only model available was the milanese (it literally means "people from Milan")

 

[usarioclave]

But you see, he was at a marketing event specifically designed and targeted at people who DO care about fashion and how they and others look. I'm not saying those people are right or wrong for being oriented that way, but he undermines the event showing up dressed as if he is giving them the finger sartorially. Since he is the marketing chief, he comes off more than an little tone deaf.

No, he's doing it because he's not tone deaf. Tone deaf would be dressing up in some ridiculous hipster-like outfit and looking ridiculous.

 

[usarioclave]

No, he's doing it because he's not tone deaf. Tone deaf would be dressing up in some ridiculous hipster-like outfit and looking ridiculous.

He could have worn a dress, though. That would have been pretty hilarious. He could have worn Bjork's oscar dress (the feather one), and gone totally over the top.

 

[Piggie]

This isn't an iPhone. It's a brand new product that people are going to wear on their bodies all of the time. Attacking it from a fashion standpoint as well as a technology standpoint is absolutely the right thing to do. Remember, there is a huge chunk of the world that doesn't spend the day on MacRumors or other sites, basking in techno talk.

Marketing IS convincing people that they want something, need something, will be better off with something than without it. And every successful company that sells products knows that.

Just because this product is being marketed differently than other Apple products doesn't mean that Apple is grasping at straws. New product = new strategy.

Does marketing work for you?

I will admit, and I know many of us probably say this, but for myself I don't feel marketing or advertising plays much if any part in my choice of things I buy.
In fact, adverts will often turn me off a product.

The only marketing that I feel works for me is factual details about something.
If there is a new toothpaste, and it says it's been proven by doctors to be THE best one at preventing cavaties of helping with enamel erosion, then I may well give it a try if the price it good, as it's a better product.

I can't really say, anything else works on me as I mentally turn off.
I don't see the point in car adverts, not in the UK as they virtually never tell me anything about the car.

I am a very factual person.
Tell me about the health benefits of a fruit or vegetable over a different one and I may change to the better one.

Zero fat Greek yogurt, thick and creamy with good protein, over a different yogurt with most fat and sugars.

Nothing to do with any celebrity being shown eating it.

Perhaps I'm odd?

 

[greytmom]

Does marketing work for you?

I will admit, and I know many of us probably say this, but for myself I don't feel marketing or advertising plays much if any part in my choice of things I buy.
In fact, adverts will often turn me off a product.

The only marketing that I feel works for me is factual details about something.
If there is a new toothpaste, and it says it's been proven by doctors to be THE best one at preventing cavaties of helping with enamel erosion, then I may well give it a try if the price it good, as it's a better product.

I can't really say, anything else works on me as I mentally turn off.
I don't see the point in car adverts, not in the UK as they virtually never tell me anything about the car.

I am a very factual person.
Tell me about the health benefits of a fruit or vegetable over a different one and I may change to the better one.

Zero fat Greek yogurt, thick and creamy with good protein, over a different yogurt with most fat and sugars.

Nothing to do with any celebrity being shown eating it.

Perhaps I'm odd?

No, not odd. Just mistaken if you are assuming that everyone else in the world is identical to you.

Fashion is important to a lot of people. Doesn't make them vapid fools, just makes them different from you.

 

[diipii]

It's all getting a little shrill and desperate. Three must be at least a dozen people at this event.

 

[Piggie]

No, not odd. Just mistaken if you are assuming that everyone else in the world is identical to you.

Fashion is important to a lot of people. Doesn't make them vapid fools, just makes them different from you.

No no no.

Not for 1 second am I thinking everyone is like me.... lol

If anything I was highlighting how I feel I must be different from The Majority, as one must assume adverts are tested and planned and worked on, to appeal to the majority of customers.
And, as I said, as far as I feel they are, 99% totally and utterly wasted on me.

I guess I don't have a terrible lot of respect for someone who rushes out and buys something just because the lead singer in the boy band is wearing it. and they want to be like him.
that just feels a little sad.

But hey, if it makes them happy, then it's good I guess.

As I said before I love nice looking things, nicely styled, well designed etc, but mostly it has to be functionally good, for me, first of all, once I'm happy with that, THEN I'd worry about the looks.

 

[Kojemica]

This isn't an iPhone. It's a brand new product that people are going to wear on their bodies all of the time. Attacking it from a fashion standpoint as well as a technology standpoint is absolutely the right thing to do. Remember, there is a huge chunk of the world that doesn't spend the day on MacRumors or other sites, basking in techno talk.

Marketing IS convincing people that they want something, need something, will be better off with something than without it. And every successful company that sells products knows that.

Just because this product is being marketed differently than other Apple products doesn't mean that Apple is grasping at straws. New product = new strategy.

but people aren't going to wear it on their bodies all of the time. you have to take it off and charge it every day because of its battery, which is one of the inherent problems of smartwatches. it's not something you wear and forget about. like a smartphone, it's something you have to charge everyday. it's another object to have to remember to charge and monitor daily and care for its battery life.

it's an extraneous accessory. and that's where the challenge is in successfully pushing them. you have to prove that the extra inconvenience is a necessity, or enough of a fashion statement to make the extra inconvenience worth it.

 

[Rogifan]

Well at least Jony had the good sense to dress up for the occassion (even if his suit is a bit ill fitting).

http://iconosquare.com/viewer.php#/detail/965362474846235446_230968305

 

[greytmom]

but people aren't going to wear it on their bodies all of the time. you have to take it off and charge it every day because of its battery, which is one of the inherent problems of smartwatches. it's not something you wear and forget about. like a smartphone, it's something you have to charge everyday. it's another object to have to remember to charge and monitor daily and care for its battery life.

it's an extraneous accessory. and that's where the challenge is in successfully pushing them. you have to prove that the extra inconvenience is a necessity, or enough of a fashion statement to make the extra inconvenience worth it.

That's the difference between us. I don't see the need to charge as a problem, or an inconvenience. No more than I would feel it is a problem to put gas in my car. If I want to drive it, I have to fuel it.

So, what is the real problem here? You don't like Apple going to fashion shows? You just don't like the Watch and wish they had never made it? All of the above?

 

[Even Longer]

I'd much rather look like Phil Schiller than this:

Image

It's pretty depressing to read stories about all these celebrities who have to show off that they have an Apple Watch, to see that Apple is catering to these people, and to know that there are many in the public and media who are eating it up.

Sorry, but Karl Lagerfeld's style did look the same before the Apple watch appearance on his wrist. Like it or not, but this man has earned his place in the fashion pantheon for a reason.

For the rest I agree with you, but let's not forget, - it is Apple, who is schmoozing those celebrities to do the marketing, not vice versa.

 

[brilliantthings]

Schiller looks like a slob who spends his time coding and eating Doritos.

Why hasn't Angela Ahrendts sorted out as Schiller's style? He always looks dreadful.

 

[ThunderSkunk]

Wrong. He is the Senior Vice President of Worldwide Marketing. He should at least dress as if he has some respect for the lofty position he holds. I don't mean a suit, but some better styled, custom made clothes that look like he understands what is going on. Denim nerd bumpkin is not the look he should be presenting, and certainly not at the Apple Watch events. I seriously doubt Angela is dressed in a denim pants suit.

Wrong. He is the Senior Vice President of Worldwide Marketing, not PR. He could wear a Megadeath Tshirt and overalls and it wouldn't make a bit of difference in his effectiveness at his job. With all the actual very real things going on in the world for you to have a critical opinion on, focusing your ire on what Phil Schiller wears to work is...

 

[mateytate]

Don't deny it, if you ran a business selling popular products and you knew you could get away with charging $17,000 for something (that may seem minuscule to select consumers) because you know you have the demographic for it, you would.

Of course I would!

My point is I refuse to be sucked into the whole marketing spin of making out like its a luxury watch as I just don't think it is. It's a $350 smart watch. As for the Edition, how does the saying go....... "You can gold plate a turd, but it's still a turd", now I'm not saying it's a turd, I've ordered a Sport myself (at 2am no less), but making a $350 watch out of Gold does not make it luxury, it just becomes a $350 gold smart watch. I mean Sir Jony made a big thing about how it's a highly accurate precision time piece - it's a digital watch for god sake, it's not hard to make it accurate unlike a real luxury hand made Swiss movement, my $10 Casio no doubt keeps better time than my $2k Tag, big deal.

Also the rubber bands in this photo, they are just that, rubber. Parading round with them on a tray like they are equisite works of art - they are pieces of cheap rubber in different colours yet Apple has got half the world obsessing over these "luxury" bands - if any other company tried pulling that stunt they'd be laughed at. I truly am in awe of the Apple Marketing Machine, they are geniuses. I'm excited for the launch, really I am, but just getting tired of this marketing bull trying to spin it as a high end, luxury watch - it just isn't, it's a piece of tech for your arm.

Like my analogy earlier, making a solid gold Ford Fusion might make it as rare and more expensive than a Ferrari, but I know which one I'd choose. But I guess those opinions are why I work offshore and am not a multi millionaire Apple executive who's company has 200bn on the bank #

 

[Gameboy70]

In fashionspeak, Phil's dress really says "I'm not like you."

He's not part of the fashion tribe, he's part of the bay area software tribe. He'd look ridiculous in a zoolander-style outfit.

It's called "being authentic."

The kids these days call it "normcore".

 

[Gameboy70]

but people aren't going to wear it on their bodies all of the time. you have to take it off and charge it every day because of its battery, which is one of the inherent problems of smartwatches. it's not something you wear and forget about. like a smartphone, it's something you have to charge everyday. it's another object to have to remember to charge and monitor daily and care for its battery life.

it's an extraneous accessory. and that's where the challenge is in successfully pushing them. you have to prove that the extra inconvenience is a necessity, or enough of a fashion statement to make the extra inconvenience worth it.

That's a problem for those who sleep with their watches. For everyone else (I've always take off my watch being going to bed), it's no different than charging their smartphone every night, which people used to complain about a few years ago when defending their feature phones that lasted a week between charges.

----------

And don't get me wrong, I understand his desire to be comfortable. I dress like a slob most of the time, but I don't have much money or a job so it doesn't matter. But Phil, baby come on.

For most Americans, trying to outdress an Italian is a fool's errand.