The argument that Apple has failed to give a compelling “use case” for its Watch is a bit misguided.
The first iPhone was sold as your phone and iPod in one – which wasn’t a unique proposition in itself – but that mild convenience was hardly enough to justify its massive cost.
And when Steve Jobs debuted the iPad, he sold it as the perfect device for consumption – completely failing to anticipate its success as a creative, organisational and business tool.
In reality, Apple is not in the habit of making use cases for its products, beyond assuring prospective consumers that they are objects of desire. (more…)