Foreign media outlets published an analytical piece highlighting that at this year's Apple event, the new Apple Watch placed a stronger emphasis on its sports and fitness capabilities, rather than positioning it as a multi-functional fashion accessory like in previous years. This shift indicates that Apple has redefined the marketing strategy of the Apple Watch, with health and fitness now at the core of its appeal. Furthermore, the continuous improvements in fitness features could potentially impact the sales of competing wearable devices, such as those from Fitbit and Garmin. When Apple CEO Tim Cook first introduced the Apple Watch two years ago, he emphasized its versatility, pointing out that it could handle tasks like checking emails, viewing calendars, weather updates, and even making calls. At that time, health-related features were also showcased. However, in the latest release, the focus has clearly shifted toward sports and fitness. “We believe the Apple Watch is the ultimate device for a healthy lifestyle,†said Apple’s Chief Operating Officer, Jeff Williams. The change in focus underscores Apple’s evolving approach to the Apple Watch. Previously, it was marketed as a versatile fashion item, but now, the fitness aspect is front and center. The new Series 2 model is water-resistant up to 50 meters, thanks to a custom speaker system that helps drain water after swimming. Additionally, Apple partnered with Nike to launch a special edition Apple Watch with built-in GPS, designed to track activities like running, hiking, and cycling. Analysts note that since its launch in April 2015, the Apple Watch has sold around 12 million units annually, but it hasn’t yet reached the same level of popularity as the iPhone, which has sold over a billion units in nine years. A highly anticipated feature—cellular connectivity—was notably absent in the new model. With this feature, the Apple Watch would have been able to function independently of the iPhone, allowing users to make calls without their phone nearby. “They still haven’t found a clear position, but they are moving toward building a device focused on fitness and health,†said JP Gownder, an analyst at Forrester Research. Despite this shift, Apple continues to explore the potential of the Apple Watch as a multi-purpose digital accessory. Brad Erickson, an analyst at Pacific Crown Securities, agrees. “For Apple, the bigger goal is to use its ecosystem and devices to offer more value and enhance user experience,†he said. He also believes that the new Apple Watch may be affecting the sales of traditional fitness devices, including those from Garmin and Fitbit. Garmin spokesperson Amy Nouri noted that the Apple Watch’s release has helped raise awareness about the range of products Garmin offers. “It’s great to see Apple launching such a watch,†she said. “It’s well-known in the wearable space.†A Fitbit representative also commented that the wearables market is growing rapidly and there is still significant room for expansion. One of the key drivers behind the Apple Watch’s sports-focused features is its partnership with Nike. The new Apple Watch Nike+ comes preloaded with Nike’s latest running app, and its design incorporates elements inspired by the brand. However, it remains to be seen whether this collaboration will help Nike gain more traction in the competitive fitness app market. Nike has been focusing on software development since it discontinued its own fitness tracking devices, such as the SmartBand, in 2014. The latest version of the Nike+ app, released this summer, integrates features like fitness tracking and personalized online shopping to boost direct sales of Nike’s products. Meanwhile, Apple Watch users can also access apps from competitors like Under Armour and Strava. Strava, based in San Francisco, offers GPS-based fitness apps for runners and cyclists and claims to have tens of millions of users. Since 2013, Anheuser-Busch (likely a typo for "Under Armour") has invested over $700 million in acquiring various fitness apps. As of July this year, the platform had more than 175 million registered users. The new Apple Watch, including the Nike-compatible version, is compatible with Under Armour’s UA Record and MapMyRun apps. Nike stated that the Apple Watch Nike+ will feature its logo and some functions will only work with Nike’s running apps, such as using Siri to start a workout session. Beam Light
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