Without Numbers, Cook’s Apple Watch Claims May Be Hollow

Apple drew some pointed questions this week following CEO Tim Cook’s imprecise response to reviews suggesting Apple Watch demand has plummeted.

The Apple Watch is on monitor to set a vacation gross sales file and put up its greatest quarter ever, Cook dinner instructed Reuters.

Promote-through of the watch — that’s, models offered to customers and never simply stocked on retailers’ cabinets — is also on monitor to achieve a brand new excessive, he mentioned.

Cook’s feedback appeared to counter newest figures, which point out that Apple offered simply 1.1 million models of the smartwatch throughout the third-quarter 2016, a 71 p.c drop from a 12 months earlier.

Nonetheless, Cook dinner declined to offer particular numbers to again up his assertions when requested.

The Apple Watch Sequence 2 made its debut in September, positioned as a classy smartwatch with sturdy health capabilities. It features a dual-core processor, a brighter show, and a built-in GPS that may function impartial of a cellphone. It has a 50-meter ranking for water resistance.

Reporting Methodology

Cook dinner apparently was counting on fully totally different numbers than these IDC utilized in its report, mentioned Jitesh Ubrani, senior analysis analyst for worldwide cellular gadget trackers at IDC.

The agency stands by the figures in its report, he instructed the E-Commerce Occasions, noting that “there is a clear distinction in methodology.”

The general wearables market grew 3 p.c throughout the third-quarter to achieve 23 million shipments, in response to the report. Fundamental wearables — that’s, health bands — skilled double-digit progress, accounting for 85 p.c of gross sales within the class.

Apple’s determination to launch its new smartwatch in September contributed to the general decline in Apple Watch gross sales, the report notes. The principle points affecting the drop have been an ageing lineup and unintuitive person interface.

“Apple’s success will doubtless be muted because the smartwatch class continues to be challenged,” the report states.

Apple ranked fourth within the general class, behind Fitbit, and Garmin.

The dispute comes at a delicate time for the general wearables market, with Fitbit having simply agreed to amass struggling smartwatch maker Pebble, reportedly for US$40 million.

“We’re seeing a variety of corporations face points on this marketplace for numerous causes,” Ubrani mentioned.

Want for Transparency

Many purchasers held off on making an Apple Watch buy in anticipation of the vacation season, because the product did not hit shops till October, mentioned Kevin Krewell, principal analyst at .

Additional, as a result of lack of clear steering from Apple, IDC has to rely a terrific deal on different components in making its calculations, he instructed the E-Commerce Occasions.

“The issue with the IDC report is that it attributed the sluggish Apple Watch gross sales to a systemic shift available in the market to cheaper health merchandise, and never a product cycle,” Krewell mentioned. “As a result of Apple shouldn’t be clear on Watch gross sales in its monetary reporting, IDC has to make estimates based mostly on fashions, channel checks and different retail accomplice gross sales.”

Without direct enter from Apple, there might be a variety of error within the IDC figures, he mentioned.

However, uncertainty in regards to the viability of the smartwatch type issue persists.

Smartwatches will see restricted success throughout the general wearables class, mentioned Eric Schiffer, CEO of

Apple is attempting to divert consideration from the failure of its personal product to search out an viewers, he instructed the E-Commerce Occasions.

“Apple is attempting to run a traditional Vegas magician’s misdirect trick by attacking IDC and by inferring they’ve stronger demand,” Schiffer mentioned. “The Apple Watch has been a horrible failure and nonetheless has Steve Jobs spinning in his grave.”

Present Me the Knowledge

The controversy seems to be over little greater than an out of doors agency’s impartial analysis failing to cater to company pursuits, noticed Charles King, principal analyst at .

“IDC is commonly vilified when the outcomes of its analysis run counter to an organization’s advertising and marketing technique or most popular narrative,” he instructed the E-Commerce Occasions. “Tim Cook’s feedback merely make him considered one of a legion of equally dissatisfied CEOs, however the stark actuality of IDC’s findings are notably troubling, given the novelty of the smartwatch class.”

IDC does a service to the trade and customers by placing out its findings for all to see, King mentioned, including that he has an excessive amount of respect for the agency’s analysts.

“If Cook dinner disagrees, he has the facility to close up IDC by meticulously detailing the Apple Watch’s market and gross sales efficiency,” he identified. “If he fails to take action, it can say as a lot about Apple because it does about IDC’s market analysis.”

Apple didn’t reply to our request to remark for this story.
Without Numbers, Cook's Apple Watch Claims May Be Hollow

Back to top button

Adblock Detected

Please stop the adblocker for your browser to view this page.