Apple Watch Halo Effect
AppleWatch marketing is appearing in places Apple has not typically advertised–fashion and fitness sectors–and is reaching people Apple has typically not reached. Further, as Horace Dediu has argued, Apple’s marketing has shifted from appeals to the rational, to the emotional, and now to the endocrinal response in people. For all the criticism of AppleWatch Edition, its existence has resulted in prestigious marketing of the device. Apple’s marketing has, perhaps, never been as broad or as deep as it is for AppleWatch.
This is absolutely true, and it truly marks Apple as a company moving beyond the tech crowd. They’ve been doing that a while with iPhone and iPad, but Apple Watch really feels like the exclamation mark. Sure, the innards of their products are filled with all the latest and greatest that cutting edge technology has to offer, but there’s a reason why Apple took the word “Computer” out of their name in 2007. Fashion, fitness, health, and countless other non-traditional consumer electronics areas are going to continue to be the places where Apple most wants to be seen going forward. This is exactly how Apple will grow its business and become the first company to hit the fabled trillion-dollar market cap.