TIME TO SHINE?

The Ap­ple Watch is due to ap­pear in early 2015, but what does the world have in store for Ap­ple’s shiny new toy?

Australian T3 - - OPINION -

Now that the dust has set­tled fol­low­ing the an­nounce­ment of the Ap­ple Watch, al­low me to rile you all up again. Ev­ery­one has had a chance to have their say, and de­spite the wild en­thu­si­asm for it be­fore it ac­tu­ally ex­isted, the post-un­veil­ing re­ac­tion was ap­a­thetic at best – not a thou­sand tubs of vanilla ice cream at a Paul Dempsey gig ap­a­thy, but the pub­lic cer­tainly seemed un­der­whelmed.

Peo­ple I speak to of­fer myr­iad rea­sons for not buy­ing one, but you know what the big­gest one is? “I wouldn’t wear it in­stead of my watch.” And it’s not hard to see why.

At the time of writ­ing, the ru­moured price of the 18-carat gold Ap­ple Watch Edi­tion will be a chunky US$5,000 – the sort of price you’d pay for a nice Tag, or a lovely Omega Aquaterra. At that sort of price a watch is an in­vest­ment, the sort of thing you pass down to a child on their 18th birth­day. Now, I don’t have chil­dren, and I don’t know how they would re­act if I gave them my to­tally out of date Ap­ple Watch Edi­tion to mark their com­ing of age, but I’m go­ing to guess they’d be pretty miffed. Sorry Tim, I’m out.

We’ve been here be­fore though. Many years ago – be­fore I found my way into T3 via the air vents, I should stress – I was one of many who guf­fawed at the iPad. “It’s ridicu­lous!”, “It’s just a big iPhone, ex­cept you can’t make calls!” That sort of thing.

And then we all got taken by sur­prise. Ap­ple pro­ceeded to wrench open a spe­cial gap in the mar­ket through bril­liant de­sign and even bet­ter ad­ver­tis­ing, and now here I sit, sur­rounded by a metric tonne of av­er­age An­droid tablets. With the Sport ver­sion of the Ap­ple Watch start­ing at a more rea­son­able US$349, who’s to say that the Ap­ple Watch won’t ‘do an iPad’? Only time will tell...

PETE DREYER

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