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Apple has launched its new smartwatch, but must go beyond its design to make an impact on the market.


  • Apple is offering three different versions, with a variety of sizes, materials and bands, aimed at appealing to a wide range of customers.

Features and Benefits

  • Assesses Apple's launch strategy for the Apple Watch.
  • Compare Apple's strategy and device with those of smartwatch competitors, such as Samsung.

Key questions answered

  • How is Apple positioning its smartwatch in the market?
  • How is the Apple Watch expected to perform in the wider context of wearable devices?

Table of contents

Ovum view

  • Summary
  • Apple aims for a wider range of segments
  • Lack of scale will hold back wearable m-commerce
  • Time for smartwatches to earn their place


  • Further reading
  • Author

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