Other manufacturers must find it difficult competing with Apple, a fact that's clearly in evidence in a new survey showing that Apple is the top brand in wearables — even though the Apple Watch isn't out yet. The survey, by Ipsos, asked the over 2,000 respondents which brands they would consider purchasing in the wearables category. Apple led the way, with 62%, followed by Google (44%), which has Google Glass, and Samsung (43%), which has the Galaxy Gear watch. According to Ipsos, this is because the dominant consideration when consumers purchase a wearable is integration across devices, and Apple has long led the way in this regard. Consumers want to be able to easily integrate their wearable device with their smartphone, computer, and tablet. Other important factors are brand confidence and reliability. The survey found that 70% will only choose a brand they trust.
The survey also shows that consumers are still only vaguely aware of the benefits of a smart watch. Of those who own a wearable, 68% said they have benefited from it, but only 21% of non-owners understand how they would benefit from it. This is where Apple will likely make a difference. Just as the market for smartphones had been limited to early adopters before the 2007 release of the iPhone, which then dramatically increased interest, so too it seems likely that the Apple Watch will help educate consumers about the benefits.
Meanwhile, more information about the forthcoming Apple Watch continues to surface, thanks in part to the release of WatchKit to developers. In this earlier post I gave additional details about features of the Apple Watch that Apple hadn't yet announced. Now CultOfMac gives details on what the Apple Watch won't be able to do.
The first detail we already knew: that virtually every feature depends on the watch working in conjunction with an iPhone. Related to that, CultOfMac says the watch won't be able to wake up or open the companion app on the iPhone. In addition, the digital crown isn't available to developers. It will only be used to zoom and scroll Apple apps, as well as to return to the home screen.
The new force-touch feature, which recognizes how hard you're pressing on the display, has only one purpose: to reveal contextual menus. Developers don't have access to it for anything else. In addition, the "Taptic Engine," which goes beyond traditional haptic feedback by giving different types of vibrations depending on the situation, is only available in Apple's apps. The heart rate monitor isn't accessible to developers, nor is the NFC (near field communication) chip. The microphone will only be able to be used by developers for dictating text.
Developers aren't able to include custom alert sounds. And while one will be able to use Apple Watch to remotely control the iPhone's Camera app, this feature isn't available to other apps. Developers also won't be able to offer custom watch faces or in-app purchases.
Some of this makes sense. For example, controlling how the force touch feature and digital crown are used will help create the uniformity of function that Apple is famous for. And some is temporary. For example, Apple has already said that native apps for the Apple Watch, that is, the ability of apps to function independently of an iPhone, will be coming later in 2015. And I think it's quite likely that other features will eventually be available to developers such as the Taptic Engine, heart rate monitor, and NFC chip.