'Apple Watch Ads Highlight Their Lack of Vision'

I was reading through some Medium articles when I happened to come across this post titled Apple Watch Ads Highlight Their Lack of Vision. The post, written by Gabe Zichermann, essentially suggests that “Apple execs don’t know how to sell the watch.”

These two minutes feel like something Microsoft would do — but much less upbeat. Even the porno elements — the snap of the band and the close up, 3D rotation around it — just don’t deliver the kind of release that you’d expect from that approach. It’s flat, dull and clearly without vision.

Ultimately this commercial simply speaks the truth that everyone seems to believe: the watch seems like a cool idea, but no one is really sure how — or why — anyone will use it. Unfortunately, Apple execs seem as clueless as the rest of us.

It’s an interesting thought and he has a point that the ad doesn’t really show what the Watch does, except he gets one thing completely wrong. The video he embeds is not the newest Apple Watch ad. In fact, it’s not an ad at all. It’s the reveal video from September, 2014. Oops!

Here’s the the newest and only Apple Watch ad which I personally think is great: