Hello everyone. I'm doing a case study about apple watch for an essay and I need you guys to help answer some questions.
What appeals to you about apple watch?
I actually think it's fairly attractive. I love getting notifications even if I don't have my phone in my pocket when I'm at home. I also love the pretty interface and build quality that you get from Apple devices.
What marketing materials did you see to influence you on your buying decision?
Mostly the Apple promotional videos and keynote.
Where did you first hear about apple watch?
I watched the keynote live.
What image do you think apple watch have?
Apple tried to market it as a luxury item, although I don't really believe that to be the case anymore. Perhaps for the Hermes watch, but I believe now they're trying to give it more of a fitness vibe. I still see it as a little bit of a techy product or people who like tech.
What do you use it for?
I wasn't a watch wearer, so I like being able to tell the time and see the weather at a quick glance. I also like getting text and email notifications as I use email a lot for work. I like being able to control music around the house or see if someone is trying to reach me if I don't want to carry my phone around the house or if I am taking a shower. I also really like being able to set quick timers if I am cooking or doing laundry. Paying for things with the watch is also incredibly easy and cool.
In what ways does apple watch differ with traditional watch?
The Apple watch has interchangeable straps and watch faces for different looks if you want to dress it up for an event or down for fitness. I like the ability to change complications and watch faces so that you're able to have the functions and abilities for the moment. You can receive text and email notifications as well as view and set reminders on the fly. I also like being able to see the weather, control music, and even pay for stuff. You can even track workouts, although I don't use that feature.
What particularly that model and why?
I purchased a pre-owned first generation sport watch in 38mm. I got the smaller watch because I have small wrists and wanted something very discreet. I also got the first generation, since I believe that to be the perfect price point for the functionality that I get from the Apple watch. It performs all of the basic tasks as the newer model and looks nearly identical, so I didn't see any reason to pay double the price. There are also not very many useful 3rd party applications for the Apple watch, so I didn't see the need for the faster processor.
Why did you choose apple watch rather than other digital watches?
It works seamlessly with my iPhone, and I believe it has one of the better designs in both hardware and software.
How important was the apple's branding to your purchase and why?
I probably would not have gotten another smartwatch if it came from another company.
Can you explain the apple brand means to you?
