Yep. You read it right. Apple Watch is getting stomped by the competition. That’s correct. McDonald’s sells more hamburgers in a day than Apple sells watches in a whole year. Apple is just getting crushed in the marketplace.
Wait. What? That can’t be right, right? Isn’t that an invalid comparison? Yes it is, but that’s just about the kind of comparisons being made with every product Apple sells. Macs– a line of personal computers– is compared to Windows, an operating system. iPhones– a line of smartphones– is compared to Android, an operating system. You see where this is going?
Apple Watch is being crushed by the competition. Or, is it? Actually, it doesn’t even depend upon who you ask.
Kantar Worldpanel ComTech has a number of researchers with a lot of time on their hands; these are people with degrees and imaginations, and they sit around all day with spreadsheets and Preparation H and pull numbers out of their… wherever. Some of their recent research says Apple’s Watch still leads smartwatch sales. That’s good because another digital rag, ZDNET, says smartwatch sales are being stomped by fitness bands.
Well, so what? McDonald’s sells more hamburgers in a week than all the fitness bands and smartwatches and Google Glass glasses put together. Here’s the deal. A fitness band is not a smartwatch. But a smartwatch can be a fitness band, therefore, ipso facto, they don’t belong in the same comparison category any more than a McDonald’s Quarter Pounder.
Remember, all these numbers you read about what is selling well and what is not are merely guesstimates from prognosticators and researchers who get paid to, well, guess about what’s going on or guess about what will go on. Nobody tracks their track record and that’s too bad because in my limited experience reading their latest guesstimates, they’re not very good at accuracy– either numbers on products sold, or numbers on products that will be sold.
Without much in the way of numbers from anyone how does Apple Watch stack up to, well, anything? Oh, and eliminate McDonald’s burger sales from the mix. We’re either going to talk watch industry, or smartwatches in particular.
Let’s do both.
In the watch industry the leader in revenue (and presumably, profits; the two seem to go together, and those are number categories that also seem to attract Apple’s attention when launching a product) is… insert a Mincey drum roll right here… Rolex, which did about $5-billion in revenue in 2015, and Apple says Apple did almost that much in eight months of the same year. Meanwhile, the entire Swiss watch industry totaled about $20-billion in revenue.
Despite comparisons to McDonald’s burgers and cheap-assed fitness bands (some of whose makers are facing lawsuits because the fitness trackers are not all that fit; but who manage to get into the wearables and smartwatch category by slapping a watch into the electronics, so, ipso facto, smartwatch) Apple seems to be doing rather well, despite a recent slowdown due to everyone waiting for the iPhone 7 and Watch Series 2 and Watch Series 1.
The next time you read or hear a headline about Apple this, or Apple that, and there’s no substantive ‘facts’ that go along with the story, consider the source, and when it happens again– and it will– don’t pay attention to that source again because they’re regurgitating a toxic mashup of conjecture, non-facts, and Preparation H and presenting it as news and analysis.
It is not. Apple Watch is doing just fine, and most of those who use one absolutely love it.