Apple is no stranger to robust marketing campaigns and the company is known for its clever advertisements, but no one can deny Apple is pushing into new territory with its media blitz for its smartwatch, which includes 10 short videos demonstrating the Apple Watch’s usefulness. Three of the short videos, which Apple calls “Guided Tour” videos, are available online, and are broken down into different categories based on the feature described, such as Messages, Faces, and Digital Touch. Among the features highlighted in the upcoming videos are maps, Siri, phone calls, music, activity, Apple Pay, and Workout.
The company had previously released a series of short videos, made with Apple’s typical flair and highlight the precision manufacturing involved in the creation of the watch, after the device was first announced last year. Though the launch of the Watch is almost guaranteed to garner significant media coverage, the new reservation-only system will deprive Apple of one of its standard, and most durable PR images that includes lines of Apple fans huddled in lines stretching city blocks, waiting for store doors to open.
It remains to be seen whether or not the company’s marketing blitz and expansion into luxury stores will have an impact on sales. Smartwatches currently hover at 2% market penetration, and nearly half of the smartwatch owners surveyed (48%) had an income below $45,000.
However, Apple entrance into wearables is expected to give the overall market a boost, especially after the disappointing sales of Android Wear. Still, it is not known if the Apple Watch will be a short-term phenomenon, or one that translates into long-term growth of wearables.