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Roughly two-and-half minutes into my run, the watch kicks in. There’s a haptic buzz on my wrist.
“It looks like you’re working out,” the watch face reads. That’s followed by a big, yellow button, suggesting I start an indoor run. I tap the neon button and the clock starts, comping me a reasonable approximation of the time it took for the Watch to be sure what sort of activity it was detecting.
Feature - Run - Picking/treadmill - Thing - Thing
I wasn’t actually planning to test the feature on this particular run. In all the stretching/music picking/treadmill setting pre-run ritual, I’d just forgotten to set the damn thing. It feels like a small thing, but, then, most of the updates are relatively small in the grand scheme of things. In the case of the Apple Watch, radically departure would almost certainly be a bad thing.
You see, there are smartwatches and then there’s the Apple Watch. That’s not so much a tacit endorsement of the product, so much as an objective analysis of the numbers. Numbers from IDC earlier this year show Apple leading all wearables on the strength of its single smartwatch.
Fact - Company - Half - Smartwatch - Shipments
In fact, the company accounted for more than half of smartwatch shipments last year. Simply put, the Apple Watch has long represented a rare bright spot in a flagging wearables category. The device has been successful enough for long enough that analysts are once again bullish on the category going forward. That’s an impressive feat by any measure.
So what’s a market-dominating smartwatch maker to do? For Apple, the answer is two-fold. First, improve upon the overall experience without altering anything too much. With the Apple Watch Series 4, that means subtle hardware improvements like a larger screen while maintaining a similar form factor, as well as tweaks like the addition of haptic feedback to the Watch’s crown.
After all, Apple’s...
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