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Messages can be personalised at three levels —emojis, heartbeats, or drawings. There are several new, animated emojis that are reserved specially for Apple Watch. Emoji in Apple Watch garnered mixed feedback. Emoji lovers felt that they were fun and offered a quick and handy way to give concise responses though not groundbreaking. Senior editor of The VergeLauren Goode commented that “not everyone … finds animated emojis thrilling” while co-executive editor of R/codeKara Swisher called them “creepy”(Newman, 2015). Users could also send their heartbeats or create their own drawings by touching the watch display. The interactivity provided a playful and fun experience for the user. Sending and receiving heartbeats from loved ones could be refreshing initially but lost its appeal after a while. In addition, “with such a small screen you don’t have much space, even if you can use multiple colors … for drawing” (Miles, 2015). Besides criticisms on the uniqueness in its technology, Apple Watch had marketing issues as well. Marketing to iPhone users Apple Watch’s capability could only be realised in the presence of an iPhone. In other words, the Apple Watch was designed for an iPhone user to wear. But who were the iPhone users and would they put an Apple Watch on their wrists? Studies by Hixon (2014) and comScore (Mactech, n.d.) revealed that iPhone users were weighed significantly on the following demographic traits: Older, usually 24 years and above More educated, with graduate degree or higher More affluent with household income of USD 100,000 or higher More likely to have children More likely to be professionals and business people, less likely to be computing nerds More addicted to digital devices Usually spent on clothing, entertainment, and travel In addition, a survey of 2,000 smartphone users by TalkTalk Mobile showed that iPhone users had the following personality traits: Tend to be image conscious, confident, ambitious, daring, bright, and flirty Believe that they were valued most by their bosses Are active on social media sites (Woollaston, 2013)
S/N 88-16-003 13 | P a g eApple Watch- Setting the Next Consumer Lifestyle Trend Nanyang Technopreneurship Case Centre (NTCC) Apple Watch attempted to sell to iPhone users by clustering their demographic and personality traits into three profiles: The minimal elitist Users purchased Apple products because of its simplistic and yet elegant and expandable design. Deutschman (2000, p. 307-8) described Apple users as someone “austere, rarefied, minimalist, cold, refined: the understated taste of an aloof elitist”. Apple Watch appeared to be designed for this group of users in mind. Apple offered a quality design whose expandability came in the form of changeable straps rather than technology. According to Macworld reviews, Apple Watch was “beautifully designed and engineered with superb look and feel. It’s chunky, rounded body is faintly reminiscent of the original iPhone, yet … modern-looking ...very satisfying to hold … pleasingly comfortable on the wrist” (Haslam, 2016). However, this collection had more models than