Dive Brief:
- In its latest quarterly earnings report, Apple pointedly did not provide the number of Watch’s sold since its launch.
- Even though the secrecy caused some Wall Street head-scratching, marketers are embracing the new mobile platform.
- However, marketers to a great extent are still trying to figure out how to engage with the Apple Watch’s current user base of early adopters and influencers.
Dive Insight:
Apple released its quarterly report earlier this week, and in a departure for other big brand hardware such as the iPhone, iPad and Mac, the report did not place the Apple Watch in its own section, but instead buried the information in a catch-all “Other Products” category. This caught the eye of investors who grilled Apple CEO Steve Cook on the Watch’s performance numbers. Cook went out of his way on the earnings call to avoid directly stating how many Apple Watch’s have been sold since its launch almost three months ago, or how much the smart watch contributed to Apple’s quarterly earnings.
Even though this move didn’t please Wall Street, some marketers are still bullish on Apple’s latest mobile platform. Michael Koziol, managing director at Huge, told AdWeek, “We don’t let what’s coming off of Wall Street change our thinking in terms of what we should do with media. The interest level is still very high. People are figuring out how the device fits into their business.”
He added a challenge with the Apple Watch was how “up close and personal” the device is, and that marketers need to make sure they don’t do anything premature that might damage their brands.
