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. Continue reading →