Still ticking along nicely: 10 years with the Apple Watch
With a touch of hubris, Apple launched the Watch in April 2015 and made wearables socially acceptable. A story with highs and lows.
(Image: Sebastian Trepesch)
Apple boss Tim Cook reached deep into the Steve Jobs bag of tricks when introducing the Apple Watch. Like Jobs' at the legendary presentation of the first iPhone 10 years ago, Cook focused on three simple cornerstones to illustrate the purpose of the new device – Time display, communication and health and fitness.
It was not a routine keynote, but the first completely new Apple product category that Cook launched after the death of Steve Jobs. Apple presented the Watch at two events, first in the fall of 2014, then again before the sales launch in April 2015. The uncertainty at the time was covered up with hubris: The Apple Watch crown was as revolutionary an input device as the mouse and multitouch, Cook claimed without further ado. He then showed how Apple Watch users could send each other their heartbeat and tap their wrist – Apple later wisely buried such "digital touches" deep in watchOS. The icing on the cake was the Apple Watch in real gold, which cost up to around 18,000 euros.
Tough start, consistent further development
The Apple Watch went on sale on April 24, 2015 and immediately came up against the harsh reality: the first generation was overwhelmed by practically everything that went beyond displaying the time and notifications. The user interface was complex and many functions were hidden. Apps started incredibly slowly, if at all. Without an iPhone, the watch could do very little; basic functions such as GPS, mobile connection and third-party apps had to be provided by the Apple smartphone.
However, Apple quickly and persistently improved – both in terms of software and hardware. With Series 1 and Series 2 in 2016 came more performance, a GPS module plus swimming suitability. At the same time, Apple quietly dropped the proudly presented 18-carat version from its portfolio. Mobile communications followed with the Series 3, followed by the Series 4 and Series 5: with a solid 1-channel ECG and a cardiac arrhythmia warning, the watch became a health companion to be taken seriously. This was followed by the always-on display, meaning that the watch now displays the time permanently – and not just briefly when you raise your arm.
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Smaller and smaller steps
After the turbulent first five years, however, the air seemed to be out for a while: the Watch innovations since then have been manageable, including more or less important sensors for measuring temperature and blood oxygen. With the Apple Watch SE, Apple expanded the line-up with a slimmed-down, slightly cheaper entry-level model that has not been updated for almost three years. In the meantime, the Apple Watch Ultra brought a breath of fresh air with its significantly larger display and longer battery life. Since the subsequent S9 chip, the Watch can be controlled with one hand using a double-tap gesture. The current Series 10 achieved a watch milestone: for the first time, it can permanently display the ticking second hand – just like an analog wristwatch. It is disappointing that Apple only supports this display on three watch faces.
(Image:Â Sebastian Trepesch)
Over the years, the Apple Watch has remained surprisingly true to itself. Time display, communication, and health and fitness remain the focus. You will look in vain for a round smartwatch from Apple, and the basic design has hardly changed. Instead, the display has become larger and the casing flatter. The good news is that the bracelets from the Series 0 also fit the Series 10. The less good news is that the battery life is still meager. The non-ultra version barely lasts two full days in normal use without refueling. A shortcoming, especially when worn overnight for sleep tracking, which Apple requires for more and more health functions – including a warning function for sleep apnea.
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Apple likes to hang the big marketing bell – on the fact that the Watch can be a lifesaver, and not without good reason: the watch can actually motivate users to exercise more and has undoubtedly made them aware of serious health problems at an early stage.
(Image:Â Mac & i)
No more growth for Apple wearables
Initial discussions about whether the Watch was a flop quickly died down. Even though Apple never gave specific sales figures, the smartwatch has long been considered a business success story. However, this recently began to stutter: In the past two financial years, Apple's sales of wearables declined for the first time. Apple has hardly had to fear any serious competition with the Watch to date, as iOS contains several special features that are not available to other manufacturers. In the EU, the manufacturer is forced to change this: Other smartwatches could offer similarly convenient functions with the iPhone from iOS 19 – and thus spur the Apple Watch on to greater leaps again.
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