Apple is in no doubt one of the biggest and most successful technology company in the world. Not only their products have changed the way people integrate technologies into their lives, but also how they influence the business strategies of other tech companies.
One of the most influential Apple product in the recent year is the Apple Watch. Since its first debut in 2015, there has been a change in direction for the Apple Watch to stay relevant and competitive to the smartwatch market. When it was first introduced, the watch was marketed to be more of a stylish and luxurious product with special editions selling for up to US$10,000. Starting from the Series 4, the business model took another turn and prioritise the smartwatch to become more of a fitness device. During the time of Covid-19 pandemic, the new Apple Watch Series 6 still managed to stay relevant by being able to measure the wearer's blood oxygen level.
Apple's biggest promotion strategies was the online presence and social media. The awareness of the Apple Watch dated back way before the official announcement was made. The conversation surrounding the Apple Watch leak travelled across different social media platform like Twitter, Facebook and Youtube. Soon, the hype slowly built up before the official keynote. The watch became a hot topic among the popular tech Youtube personalities after the announcement, which gathers even more attentions than before.
Apple's online presence also came from their own website. Instead of giving the customers a list of all the new features of the Apple Watch, Apple improves the user experience by implementing animation and interactive scrolling, making site visitors feel like they are being given a tour of the product.
Through attention to details and knowing what their customers are, Apple effectively came up with social media promotion strategy for their watch lineup that once again changed the way the general consumer look at watches as more than just a timepiece.
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