Apple this time from the symbol of the identity of the luxury market turned away, and focus on fitness, entertainment and fashion direction, there is nothing wrong with the strategy.

Not long ago, apple held a press conference in San Francisco, the new second generation smart watches Watch Series Apple 2 official debut. We can see that the design of the second generation Apple Watch did not change significantly in 50 meters waterproof performance at the same time, the main attention is paid to the health and fitness function upgrade, this special built-in GPS, with significantly improved display brightness, and powerful dual core processor.

Unfortunately, apple still did not release the exact sales data Watch Apple. Maybe a lot of people will be disappointed, because there is no sales figures, simply can not see the success or failure. But it is undeniable that smart watches still just emerging products in the industry, and even a lot of people do not know what is the smart watch, and watch the size of the market itself there is no intelligent mobile phone is so big, apple chose not to publish the data but continue to improve and have no problem.

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However, apple conference mentioned an interesting topic, i.e. the first generation Apple Watch listed only 18 months, is already the world’s second largest watch brand, behind Rolex, and in the smart watch watch sales ranked first in the world in recent years, is the most successful watch products.

It is clear that in the battle with the Swiss watch manufacturers, apple did not shrink, and now has fully occupied the upper hand. However, some analysts believe that, Apple Watch sales is more obvious on the outbreak of some type of cheap, not popular in the high-end luxury market apple. More importantly, the second generation Watch Apple did not have a golden version, in turn usher in a new style of ceramic material shell. It seems, Apple seems to agree with that.

Cook in his speech also admitted that Apple has not been fully successful in the watch market.

It appears that Cook sales ranking of the charts show the apple does not meet the attitude, but not satisfied with the second position after Rolex. But the question is, why Apple will change to the high-end luxury version of the gold version of a few orders of magnitude compared to the fight against it? We also don’t know the answer, at least Apple’s strategy has changed. Perhaps Apple’s future is more willing to consider the pursuit of advanced materials? Consider other watch manufacturers can not match the material, breakthrough and follow the same ideas to create more extraordinary products?

Apple did not give the answer to these questions, however, after Apple changed strategy, next year’s Conference on the next Cook Watch Apple to get out of the first slide, we do not have to be surprised.

Apple’s products always follow a high profit model, whether it is smart phones, tablet PCs, laptops and desktops are so, and a great success. This time from the luxury market, a symbol of identity turned away, and focus on fitness, entertainment and fashion direction, there is nothing wrong with the strategy. Apple is good at making use of existing business models, but also easier to participate in the competition in the field of their own familiar.

In short, in the field of watches, there are currently placed in front of Apple’s competitors, there is only one, that is, Rolex.