Apple Watch: Finally no better than others

• Also read: Everything you need to know about the Apple Watch

Let’s be clear right now, in terms of sales, the Apple Watch is doing much better than its competitors. The connected watch from the Apple brand should reach a sales figure of 5 million units, not counting the Christmas sales. Therefore, the smartwatch will take up almost three-quarters of the market in nine months.

Note that it’s also the only connected watch available for iPhone users (even though Android Wear has been available for a while, it doesn’t offer the same functionality) and it sure helps.

Anyway, With just over 5 million unitsThe Apple Watch is far from the success the company had hoped for, which has been very quiet about the number of sales elsewhere. Analysts, and Morgan Stanley in particular, relied on 30 million units sold in 2015, we are far from the target. But Tim Cook had promised “A new page in Apple history”.

Five reasons explain this mixed reception of the Apple Watch. We even thought that the arrival of the clock would blow up the market, it is not. It’s pretty simple because users don’t see the benefit of a connected watch, and thus the Apple Watch.

As Capital magazine noted in its January issue, 96% of users use Apple Watch to check the time (Study by Wristly with 2300 users). You also have to tap your wrist or make a rough gesture to see the time.

The Apple Watch hasn’t had a “revolution” effect like the iPhone or iPad before because it doesn’t have any more utility than seen elsewhere on the market. There is no “lethal application” or “lethal feature” as we have seen in the past in other products of the company.

The other big brake in the purchase is the price. The Apple Watch is much more expensive than its competitors. At 350 euros per hour expect something different. Especially since design is not necessarily liked by everyone. Shame on Apple.

At a time when watchmaking professionals and high-tech competitors were betting on a round format that impresses far more consumers, the firm bet on the square dial. Moreover, Apple’s aesthetic preferences also surprised some fans of the company.

The positioning of the watch as a fashion item did not necessarily convey a good message. Partnerships with Hermès and even Colette are clearly Positioned the Apple Watch as a bling-bling object Designed for the elite, for the world of luxury.

Communication error for fans of the brand, who are more interested in hi-tech than fashion. While it’s still impossible to find the watch at the Apple Store, you had to go to Colette’s to see it! It’s unbelievable.

The final complaint is the poor performance of the Apple Watch. Many users of the watch complained about the slowness of the watch, as well as its autonomy of only 18 hours. Some said they didn’t immediately feel like they had an Apple product on their wrist.

Ultimately, the Apple Watch won’t be able to outperform its rivals on nearly every point other than sales. The connected watch hasn’t revolutionized the way fans have been waiting for, but analysts believe version 2 or 3 will be more attractive, slimmer, and faster.

What attracts users? I’m not so sure. According to a study by Capital cited by Deloitte, only 8% of French people plan to buy a connected watch in 2016. The smartwatch is not on its way to becoming a universal object like the smartphone. Or at least not that fast. Anyway… 41% of those disappointed with the Apple Watch say they want the next model.