Trying out the Apple Watch

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We made the trek to Southpark Mall in Charlotte Saturday to check out the Apple Watch. The process was simple. Walk in, tell them your name and they can pull it up the appointment on their device. If you favorited any items in the store app, they can see those, too. The Apple Store employee was great. Well-trained and genuinely excited about the watch.

I tried on several different models, all in the 42mm variety. I really liked the Milanese Loop and the Space Gray Sport. I've seen reviewers complain about the leather loop, but I actually liked it, too.

The watch is smaller and lighter than I expected. My current watch is bigger than the biggest Apple Watch so size and weight wasn't an issue for me.

The watches that you try on are in demo mode, so you can't really interact with them. The demo does include "taps" so you can feel them. The taptic engine is pretty crazy and not at all like what I was expecting. Not really sure how to explain the feeling other than to say that it feels like someone is lightly tapping you on the wrist. It's very subtle.

In the store, it's hard to get a feel for how you will interact with the watch. Watch displays are set up around the outside edges of the store and are connected to iPads that explain the features as you navigate the watch. It's a very well designed experience. However, I don't think you will be able to fully appreciate what an Apple Watch can do until you have it on your arm and it's paired with your phone.

My wife also tried on the Apple Watch and she liked the modern buckle in the 38 mm. She hasn't really been paying attention to the Apple Watch hype so she had lots of questions for the sales guy. She's struggling to figure out how it would work for her. She's a teacher so during the day, the communications functions would be pretty useless for much of the day. But several other features - like fitness and maps - intrigued her. 

I'm excited to buy one. I think it will work well for me and my routine. I'm leaning toward the Space Gray Sport. The Milanese Loop is really nice and stainless steel finish gives you more flexibility by matching a wider selection of bands. So I may change my mind. 

Other notes from the Apple Store:

  • They don't sell the Gold Apple Watch Edition at Southpark. Considering that the cars on display inside the mall included Maseratis and a Ferrari, that should tell you how exclusive the Apple Watch Edition is. 
  • Apple's going to sell a lot of watch bands. Let's hope that the watch bands will work for at least a few generations. Most people are going to have multiple bands.
  • The new MacBook. Wow. Love it in Space Grey. So unbelievably thin. I know there are lots of compromises with it. But once an USB-C ecosystem exists, I could see opting for one of these. 
  • Bluetooth headphones are going to be necessary to use the Watch while you are running. While I knew that, it puts a new perspective on why Apple purchased Beats.
  • I received an email survey after the try on experience. I've written before about how sales people push you to give them the highest score. Well the Apple Store folks didn't do that. They didn't mention the survey to me at all. I used the opportunity to explain the issue I had signing up, but gave the entire experience high marks.  

Getting an appointment with Apple Watch

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I'm trying on an Apple Watch today. I live in Columbia, SC – which incomprehensibly does not have an Apple Store. So I'm heading up to Charlotte.

Last Monday night, I decided I wanted to try on an Apple Watch. And considering that I'm taking the whole family with me, I wanted to go ahead and see if there were appointments available for the next weekend. When I searched, I discovered a couple of things:

  • There were appointments for Tuesday, Wednesday and Thursday but there were "No Appointments Available" on Friday, Saturday, Sunday or Monday. Okay, the Southpark Apple Store is a busy store. It prompted me to check other stores so I checked Augusta Mall, which is actually closer anyway... Same story... Checked Charleston... no availability for the weekend... Checked Greenville... Nope.
  • So I figured I'd book for the weekend after. But you couldn't. You could only book a week out. Monday was the last day listed.

Ugh. Nevermind. 

Except I knew Apple was going to continue to do try on sessions. A quick theory developed: Apple only allows you to book an appointment a week out. The next day I logged in and sure enough, Tuesday was now available for booking.

But there was something else, too. Thursday, which previously had "No Appointments Available" now had a full slate of appointments available. Yesterday, there was nothing. So after a little testing, I figured out the rules:

  • Apple shows you only the next week of dates.
  • You can only book appointments for the next three days.
  • The days that you can't book say "No Appointments Available," but actually should say "No Appointments Available, Yet."
  • Nowhere on the reservation site is this explained.

I'm not sure if this is for all Apple Stores or just the ones in the Southeast. It seems very sloppy. Maybe Apple assumes that most appointments are impulsively scheduled. I don't know, but I almost didn't go to a try-on appointment because I thought – incorrectly – that no appointments were available.

It's easy to fix. Show only three days instead of seven. Or just explain it somewhere.

That said, I'm very excited to try on an Apple Watch today. My wife and I both have appointments. I'll write a detailed post on my impressions later this weekend.

Why would Apple build a car?

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Everyone is talking about whether or not Apple is building a car. Reporters have speculated. Lots of smart people have weighted in. And while I'm not sure that Apple's working on a car, I wouldn't be surprised if they are. For one, very specific reason:

The electric car is the single most exciting design opportunity in generations. 

Everyone has focused on the software possibilities. The integration between computer and electric car. But changing from gas-powered to all-electric is more than that. An electric car removes the engine, emissions system and gas tank. These changes free designers to experiment with new configurations and to reinvent the automobile. The limitations of over a hundred years of automotive design are removed. 

And yet, all of the electric cars on the market still look mostly like... well... cars. The Leaf, Tesla Model S and BMW i3... even though they don't need room for an internal combustion engine, they still look similar to gas-powered automobiles. 

There are reasons for this. Crash test standards are based on non-electric cars. Marketing a completely new concept is challenging and risky. Aerodynamics are vital to achieve maximum range. Car manufacturers have (logically) stuck with what has worked in the past. And once upon a time, phone manufacturers thought physical keyboards were an irreplaceable feature for smartphones.

Apple's a disciplined company. They will only release a car if they can make a profit. But of all the reasons for Apple to tackle the car, I can think of only this: Whoever masters the design of the electric car will shape automotive design for the next hundred years. 

(One more footnote... Mainstream car makers don't really experiment with new materials. The one exception that I can think of was Saturn's plastic body panels. And that didn't turn out so well. Apple loves to explore materials...)

Where's the jewelry counter?

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Everyone has questions about the Apple Watch. What will it cost? How long will the battery last? How well will third-party apps work? But I have a completely different question:

Where's the jewerly counter?

When I buy a watch, I want to try it on. See how it feels. Test out different bands, styles and sizes. And the more I think about it, the Apple Store as it is currently configured is a terrible place to buy a watch.

And that's why I think the most expensive versions of the watch will never make it to Apple Stores, or any other mass market retailer for that matter.

The base Apple Watch Sport will cost around $350. And I'm sure you'll buy those like an iPhone or an iPad. They will be on display at your local Apple Store and when you are ready to buy one, they'll bring a box out from the back. And you'll probably be able to get them at other retailers, too, like Best Buy and Target.

But the more expensive models — ones that cost thousands of dollars — will never make it to the Apple Store. Or Best Buy. Or Target. Because quite frankly, that's not how you buy a $10,000 solid gold watch.

Expense watches and jewelry are sold through a network of high-end fashion retailers and small jewelers. And it would make sense for Apple to work with these retailers to sell the most exclusive models. I would imagine that at launch, there will only be a handful of locations in the world where you can buy an Apple Watch Edition. (The lack of leaks coming from these retailers would tend to indicate that it's a very small, very selective network.)

But what about the regular non-sport, non-edition Apple Watch? The stainless steel versions? Where will you be able to buy those? John Gruber's detailed and logical post on Apple Watch pricing estimates these will cost at least $1,000. That's an expensive watch to sell though the Apple Store, but I do think they will carry them. And I would assume that high-end fashion retailers will carry them as well.

(As a random aside, what if one or more versions of the Apple Watch were available exclusively through the Apple Store? Maybe the Milanese Loop?)

So basically:

  • Apple Watch Sport will be available at the Apple Store and other retailers like Target and Best Buy.
  • The Apple Watch will be sold through the Apple Store and a select network of high-end retailers.
  • And the solid gold Apple Watch Edition will be sold in exclusive high-end retailers only.

I'm still skeptical about the buying experience for the more expensive watches at the Apple Store. There's no room for a jewerly counter.* And when the Apple Store is crowded — and it's always crowded — I can't imagine an Apple Store employee pulling out watches for a customer to try on. And I can't imagine a customer buying a thousand dollar watch without ever having tried in on.

I'm sure Apple has a solution for this. I'm sure they are aware that a crowded Apple Store is a less than ideal experience for purchasing a high-end watch. I can't wait to see what they come up with.

*Unless they completely redesign the Apple Stores... 

Apple Watch: Cost isn't my biggest question…

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When the iPhone was released in 2007, I had never paid more than $15 for a phone. Whatever phone was free with contract was what I purchased. I simply didn't see the point of spending significant money on a phone. But when the iPhone was announced, I wanted an iPhone. And now, 7 years later, every two years or so, I drop significantly more than $15 on the newest model of iPhone.

I've never paid more than $150 for a watch. I don't wear one every day. I really didn't see the point in investing a significant amount of money on a watch. But now I look at the newly announced Apple Watch.

And I want a watch.

I read John Gruber's thoughts on the new Apple Watch the other day. And what he's thinking is what I was thinking. The Apple Watch Sport will be $349 and the prices will increase significantly from there. Luckily, I like the Sport. But I really like a bunch of the other models as well — especially the stainless steel Apple Watch with Milanese Loop.

Price increases significantly as you move from left to right.

Price increases significantly as you move from left to right.

I have lots of questions about the Apple Watch. But cost really isn't the major concern. I expect a quality device with a premium price tag. But the more expensive the watch, the more these questions impact my decision.

Will the battery charge last for the entire day? For me to buy an Apple Watch, the charge has to last for at least a full day. And then hopefully, I'll remember to charge it every night. (I stink at remembering to charge my devices nightly.)

Will the Genius Bar become a jewelry counter? If I'm going to spend this kind of money, I want to try it on. See how it feels on my wrist. Think about the current Apple Stores. How in the world would they accommodate that type of customer interaction? They are already incredibly crowded. Will other retailers sell the Apple Watch? Can you see Best Buy selling solid gold watches? My guess is that Apple will offer the Sport through various retail channels, but the more expensive models will be sold exclusively through the Apple Store.

What will the upgrade cycle be like? Most of us buy an iPhone every two years. But that's because it's tied into a contract. I update my iPads and my Mac less frequently. How frequently will I upgrade my Apple Watch? For me to invest in a more expensive version, it's going to need to last more than two years.

Can I run with my Apple Watch without my iPhone? If I want to use my watch to workout, I don't also want to have to carry my iPhone. If all the GPS and network connectivity is in the iPhone, won't you need both with you to take advantage of apps like Nike Plus? And who wants to run with a giant iPhone 6 or an enormous iPhone 6 Plus? If I can leave behind my iPhone and run with just my Watch, then I'm interested. Otherwise, I'll leave the watch at home and run with my iPhone like I do now.

As we get closer to the release, we'll discover the answers to some of these questions. I have confidence that Apple will do its best to address these issues.

I intend to buy an Apple Watch. Will I spurge and go with the more expensive option? Probably not initially. I have trouble with the idea of investing in an expensive watch that is obsolete after a few years. But just like how Apple changed my attitude towards buying mobile phones, I think they will radically change my attitude towards buying watches.

Siri, why would I want to buy an Apple television?

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While I’m a big Apple fan, I’ve never been interested in the long-rumored Apple television. I have a nice, high-quality, flat screen television that’s wall mounted. It’s only a year old and I really have no interest in replacing it. Plus, I have an Apple TV connected to the television so I can access all of my content.

Rumors have kicked up again with lots of speculation. An Apple TV connected to the Apple ecosystem. Plus Apple’s AI, Siri built right in. Ask to watch “Pawn Stars” and it starts playing. Apps are the new channels…

While I think most pundits believe Apple is working on a television, many are skeptical if an Apple TV will be successful. How will it work? How will Apple get people to pay more for a television? What will the remote look like? All good questions. And the ecosystem created by cable companies, studios and networks is so complicated and interdependent, it seems like a tough sell for Apple.

Adding value with Siri

What kind of value could Apple add to a television that would motivate buyers to upgrade. I can think of a few ideas and they all rely on Siri.

Omnipresent Siri. A voice interface makes a lot of sense with a television. But the nice thing about Siri included on the TV itself is that it would be available regardless of which input was being used. Watching something on cable on input one and want to know what the weather is going to be, ask Siri. This is completely different than having an Apple TV plugged into input three (like I do). This is also why I think Apple will slowly phase out the set-top box concept for the Apple TV. When you are just an input, you have no real control.

Helpful Siri. Because Siri is omnipresent, it could also manage certain tasks for you. “I want to watch TV” or “I want to watch a DVD” can switch inputs for you effortlessly.

Now most of you are probably scoffing at the idea of needing help to switch inputs, but for some people (specifically my in-laws when they come to babysit) figuring out how to switch inputs can be challenging.

The rest of you are scoffing at the idea of Apple allowing me to plug in a Blu-Ray player or cable box. But I don’t think Apple would have a problem including HDMI ports on the television. I’m sure they want you to use the Apple ecosystem, but they need to allow consumers (and cable companies) time to transition.

I’d expect HDMI ports, but no additional integration. Yes, that would mean no voice-controlled cable TV guide. (And the pundits will scream about that.) You’ll be able to use voice controls to look for content from the Apple ecosystem, but the cable box becomes just another dumb input.

Siri and Facetime. Siri on a TV might sell with geeks. Facetime and Siri on a TV will sell to grandparents. Plus it’s right out of science fiction. “Siri, I’d like to talk to my grandkids…” And there they are. Lots of problems with this, for example a) where do the cameras go since TV’s are mounted at all different heights; and b) what do you do when the kids have completely destroyed the family room and you get a video call. But despite the issues, I honestly think it would sell Apple televisions.

Will an Apple TV sell?

Would these features make me run out and purchase an Apple television? Quite frankly, no. But I do see the potential in them and I could see buying one someday. I’m not so unhappy with my home setup that I’m actively looking for a solution.

Plus a lot of the commentary from John Gruber and other Apple writers is spot on. The television market is a challenging market to approach. It’s not as easy as bolting the internet to a TV.

However, this is the type of market that Apple excels in. No one was really had a massive problem with MP3 players when the iPod was launched. No one was begging for a touch screen phone. There wasn’t huge consumer tablet market before Apple created it with the iPad. And no one really has a massive problem with the current TV market. If anyone can figure out the right features to disrupt the television market, it’s Apple.

One more thing to note. If these features are based on Apple technologies like Siri and Facetime, none of the current TV manufacturers are going to be able to compete for a long time. They aren’t in the business of innovating with software. They can make their product cheaper and they can add hardware features like 3-D. But they don’t build anything to compete with Siri or Facetime. Which means they’ll go running to Google and Microsoft to provide competing solutions.

I don’t know if an Apple television will be successful, but it will absolutely be interesting.

Comparing tech press releases

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Before I was a designer, my major in college was public relations. One of the things that I look at when I read a press release is the “About” section at the end of each press release. It’s considered best practice in PR to have a standard footer to close each release that summarizes your company. And I always feel like you can tell a lot about a company by their standard boilerplate language. Because it is used over and over again, senior executives usually approve (or direct) the content.

John Gruber linked to an Apple press release about Bertand Serlet’s departure from Apple. When I glanced at the bottom of the release, I noticed the “About” section had changed to include the iPad 2:

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

That’s a well written summary of what Apple does. 62 words and touches on pretty much all of their product lines. (The “hobby” Apple TV isn’t specifically mentioned.) And they are obviously very proud (some might say too proud) of their accomplishments. But after reading it, I wondered… how do other tech companies close out their releases?

So I checked Google’s latest release, which ends with:

Google’s innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google’s targeted advertising program provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout the Americas, Europe and Asia. For more information, visit www.google.com.

78 words and pretty direct. But what I find interesting is that it mentioned search and advertising, but makes no mention of Android at all. Or Gmail. Or Google TV. Or YouTube. Considering how high profile these products are, I’m surprised that none of them are mentioned at all.

So let’s check out a Microsoft release:

Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

The size and scope of Microsoft’s products makes this a challenge. But it is fascinating that they don’t mention Windows at all. Or Xbox. Instead, they go with a tight, albeit generic, 24-word statement. Other than the founding date, that statement could be about almost any technology company.

I figured IBM would have the same issue as Microsoft. Too many products and services to address in a short paragraph. So I checked out their release… and it ended with a link to more info on the website. No attempt to even summarize it. And to be honest, for a company as diverse as IBM, this might be the best approach.

Finally, I checked a recent Amazon release:

Amazon.com, Inc. (NASDAQ: AMZN), a Fortune 500 company based in Seattle, opened on the World Wide Web in July 1995 and today offers Earth’s Biggest Selection. Amazon.com, Inc. seeks to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. Amazon.com and other sellers offer millions of unique new, refurbished and used items in categories such as Books; Movies, Music & Games; Digital Downloads; Electronics & Computers; Home & Garden; Toys, Kids & Baby; Grocery; Apparel, Shoes & Jewelry; Health & Beauty; Sports & Outdoors; and Tools, Auto & Industrial. Amazon Web Services provides Amazon’s developer customers with access to in-the-cloud infrastructure services based on Amazon’s own back-end technology platform, which developers can use to enable virtually any type of business. Kindle, Kindle 3G and Kindle DX are the revolutionary portable readers that wirelessly download books, magazines, newspapers, blogs and personal documents to a crisp, high-resolution electronic ink display that looks and reads like real paper. Kindle 3G and Kindle DX utilize the same 3G wireless technology as advanced cell phones, so users never need to hunt for a Wi-Fi hotspot. Kindle is the #1 bestselling product across the millions of items sold on Amazon.

213 words! They cover everything. They start with a strong statement that they want to be the “Earth’s most customer-centric company.” But then, they move into detailing every single category on their web site. It almost feels more like a search engine optimization technique than a press release.

So in short, what have we learned about each company? First of all, it’s a difficult task to quickly summarize a large corporation - especially a diversified technology company. But, in my opinion:

  • Apple is very focused and very proud.
  • Google is focused on search and advertising.
  • Microsoft can’t clearly articulate what they do.
  • IBM’s business is too complex to even attempt to summarize.
  • Amazon wants to be all things to all people.

 

Why Apple opened their own retail stores...

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I was in a Best Buy tonight, looking for a new external hard drive. While I was looking, I overheard a salesman talking to a young couple next to a PC. The couple asked about viruses, specifically in comparison to the Mac. And the salesman proceed to explain that Macs really got viruses, too. For example, he had a customer that got a virus and had it spread from his Mac through MobileMe to both his iPhone and even his Apple TV!

Now this Best Buy has an Apple store-within-a-store setup. I’ve talked to the official Mac guy there and seems knowledgable. And since we don’t have an Apple Store here in Columbia, this is the best place locally to buy accessories and gear.

This is exactly the reason Apple developed their own retail stores. Remember the days when Apple displays in Best Buy, Circuit City and Sears were barely stocked, half the computers were non-functional and the staff wasn’t trained at all? Imagine where Apple would be today if they still relied on those channels exclusively.

Apple Laptop Box Comparison

I’ve owned three Apple laptops… a Powerbook G3, a G4 iBook and now a new MacBook. Digging through my attic looking for Christmas wrapping paper, I came across the old laptop boxes. The comparison to the new packaging was pretty amazing and the size difference was especially dramatic.

Apple touts the new, smaller box size as an environmentally-friendly feature. Smaller boxes and packaging use less resources to create and transport. But when comparing the box to the packaging from the last few generations, it really is impressive to see the change.

From left to right: MacBook (2008), iBook (2004) and Powerbook G3 (2000)

From the side, you can really see the size difference between the boxes.

I also pulled out my old Powerbook G3… honestly, it’s still a pretty impressive design, but compared to the new MacBook, the thing is massive. I may post a few more detailed comparison shots later. I think it’s interesting from a design standpoint to look at the progression of elements like latches, ports and trackpads. Here’s a shot with all three laptops stacked…

That Powerbook G3 on the bottom looks massive compared to the newer models.