{"id":769932,"date":"2022-04-11T07:00:28","date_gmt":"2022-04-11T14:00:28","guid":{"rendered":"https:\/\/www.cultofmac.com\/?p=769932"},"modified":"2022-04-08T16:44:25","modified_gmt":"2022-04-08T23:44:25","slug":"radical-evolution-of-watchos","status":"publish","type":"post","link":"https:\/\/www.cultofmac.com\/news\/radical-evolution-of-watchos","title":{"rendered":"The radical evolution of watchOS and what it tells us about Apple’s future"},"content":{"rendered":"

Unveiled at a special event way back in 2014, the first Apple Watch looked similar to the wearable we know and love today. But looks can be deceiving. Take the Digital Crown<\/a> and Side Button, for example. Their design may not have changed, but their functionality is now very different.<\/p>\n

Apple Watch went through a radical evolution over the past eight years. What started out as an \u201cintimate way to connect and communicate<\/a>,\u201d has become primarily a health and fitness device.<\/p>\n

This pivot is uncharacteristic of Apple. Products like iPod, iPhone and iPad launched with a clear vision and remained true to it. The Apple Watch’s evolution suggests a shift in Cupertino\u2019s approach to new products, and provides tantalizing clues to the future of the company\u2019s rumored next platform launch: realityOS<\/a>.<\/p>\n

<\/p>\n

Steve Jobs gave products focus<\/h2>\n

When Apple co-founder Steve Jobs first announced the iPod, the device’s purpose was clear: 1,000 songs in your pocket<\/a>. The number of songs increased over the years, but iPod remained true to its original mission.<\/p>\n

Similarly, when Jobs introduced iPhone, he pitched it as three devices in one<\/a>: a widescreen iPod, a revolutionary mobile phone and an internet communicator. This description essentially rings true today, with the notable addition of a good camera<\/a>.<\/p>\n

Jobs had a knack for seeing the potential for new products long before consumers even knew they wanted them. And he distilled his vision into single-minded, memorable mission statements.<\/p>\n

While researching this story, I didn\u2019t need to look up Jobs’ pitches for iPod and iPhone. I still clearly remembered them, all these years later. But for Apple Watch, I had to dig out footage of the product launch<\/a>, to remind myself exactly what Apple CEO Tim Cook had said.<\/p>\n

The focus for Apple Watch was all wrong<\/h2>\n
\"Tim<\/a>
Tim Cook positioned Apple Watch primarily as an intimate way to connect and communicate.
Photo: Apple<\/span><\/figcaption><\/figure>\n

In an echo of Jobs\u2019 iPhone launch, Cook positioned Apple Watch as three things in one:<\/p>\n

    \n
  1. A precise, customizable timepiece<\/li>\n
  2. An intimate way to connect and communicate<\/li>\n
  3. A health and fitness companion<\/li>\n<\/ol>\n

    The first goes without saying \u2014 of course Apple Watch is a reliable timepiece. The second, \u201can intimate way to connect,\u201d sounds very odd indeed. Intimate in what way, exactly?<\/p>\n

    Cook spent most of the keynote trying to explain this. He demonstrated how you could send your heartbeat to a love interest<\/a>, tap a friend\u2019s wrist remotely<\/a>\u00a0or invite a colleague to sushi lunch by\u00a0drawing a tiny fish with your stubby finger<\/a>. All these and more eccentric features were rolled into something called Digital Touch. Bizarrely, Apple thought Digital Touch was so important, the Side Button was originally dedicated to launching it.<\/p>\n

    The third and final item on the list was health and fitness. Cook had buried the lede<\/a>. Health and fitness went on to become the heart and soul of the product.<\/p>\n

    Apple Watch was a hit, but not for the reasons Cupertino expected<\/h3>\n

    Digital Touch proved to be a dud, but Apple Watch users around the world got hooked on closing their rings<\/a>. For the launch of Series 2<\/a>, Apple\u2019s marketing pivoted toward health and fitness. And with subsequent updates, that focus only increased.<\/p>\n

    If Apple Watch were launched today, Cook\u2019s presentation would probably look more like this:<\/p>\n

      \n
    1. A health and fitness companion<\/li>\n
    2. A way to check notifications and perform quick tasks without using your iPhone<\/li>\n
    3. A customizable watch<\/li>\n<\/ol>\n

      9 Apple Watch miscues and adjustments<\/h2>\n

      Like a football coach in the locker room at halftime<\/a>, Cook & Co. identified their initial Apple Watch miscues and swiftly made the necessary adjustments to win the game. Here are nine key miscues and how Cook\u2019s team addressed them.<\/p>\n

      1. Digital Touch<\/h3>\n