Even if you were marooned on another planet yesterday, you would not have failed to notice the suite of new products launched by Apple. There are threats, tests, and opportunities inherent.
We need to take a step back and consider it cold. Apple debuted three things:
- Bigger, faster iPhones
- Advanced mobile payments
- A family of wrist borne smart devices
The iPhones are marginal evolutions. Many consumers, particularly in Asia, have shown a desire for larger phones. All this means for brands is an old, too often ignored reality that visual content and App integration matter, matters even more. Get with the programme.
Apple Pay makes mobile payments real. Brands need to be ready, but as per the above, this is not new news. If you have not been thinking about this already, ask yourself why.
The serious part is the one that Apple shared the least about, and that Apple skeptics will yawn and guffaw the most about is the Apple Watch. This represents a major threat, test and opportunity for brands – in that order. The ones that will grasp the opportunities already are in the right head space.
It is a threat because this is yet another consumer controlled gateway for content and messages. Only the most valuable, triple opted-in stuff will be allowed anywhere near that little screen. If you thought PVRs and Notifications were a challenge, the Apple Watch is death sentence for old, top down, push-shout-interrupt marcomms. If interruption has not become a four letter word in your strategies already, make it so before it really is too late.
It is a test because strategies and creative will now be subject to the harshest possible contest to provide demonstrable value to consumers. Of course, this is how even decent, off-the-shelf social content strategies are refined. If it takes a fortnight and UN levels of signoff and feedback to get a Tweet out there, you might as well quit with dignity before the Watch goes mainstream.
Yet for the best and the better marketers out there, it is an opportunity.
The old routes to excellence make the wearable future a chance to get back to basics, where attention is earned and creativity counts far more than media budgets alone. The newer broadcast push based defaults are about to run straight into a tiny, square mincer.
We’ve all been warned.
Author: Jay Sorrels @JSorrels