Adweek‘s hottest digital gadget of 2015 is also one of the most controversial. The Apple Watch has been called both a flop and a behavior-changing device. I believe that the Apple Watch is a flawed first-generation product that will ultimately take hold for these reasons:
- The Apple Watch makes use of a natural gesture, the swiping of the wrist, to accomplish everyday tasks.
- Businesses ranging from Target to Starwood have built a large Apple Watch ecosystem via the development of apps that support tasks ranging from shopping to checking into hotel rooms.
- Apple Pay, the software the powers the purchase of goods and services through products such as the Apple Watch, continues to penetrate the retail world since its launch in October 2014.
My new CMO.com byline discusses why any business that depends on mobile consumers needs to find a place for the Apple Watch in its customer acquisition and retention strategy. Waiting around for the Apple Watch to become mainstream will cause you to lose ground to the businesses that are already getting exploring the branding potential of the Apple Watch. Check out my new column and let me know your opinion of the future of the Apple Watch.