Apple’s Vision of Computing

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Apple’s Spring Forward event and Apple Watch are not without controversy, much of it arising from Apple’s choice to release the expensive Apple Watch Edition and foray into “fashion.” Most analysts understand that fashion is important, but few actually understand why. The more observant have argued that, in order for Apple to built a computing platform of wearables, the form must first be attractive, and so Apple must care about fashion.

While this is true, it unhelpfully views Apple’s goal as being a platform and the means of achieving that goal as being fashionable products. A close examination of Apple’s marketing, however, suggests that fashion is not merely a means to an end, since a computing platform is only a part of Apple’s vision. Rather, the form and function of AppleWatch both serve a bigger vision: that the future of computing itself will be deeply personalized, even intimate. Continue reading

The Focus in Apple Watch

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When the Apple Watch was first announced, a popular critique in tech circles was that it showed a lack of focus, that it did too much, including things it was not well suited to do. One piece often referenced said this:

Messy.   Too many options.  This is such a huge blunder. Instead of a single, perfect product, we got a jumble of features and choices.   There should have been just The One.

For Apple that famously emphasizes focus, saying “a thousand no’s for every yes,” having so many options seemed odd. What had Apple said “no” to in the Watch? What could it not do? Why did Apple, a company so focused on focus, make the Apple Watch capable of doing virtually anything?

These questions are answered by deeply understanding what the product is: a personal, even intimate, computer. The more personal a product, the more its hardware and software together must reflect and adapt to the individual wearing the device. Continue reading