When we weren’t looking, smartwatches became niche items
It became pretty clear when the Apple Watch Series 2 focused on athletes and exercise. If even Apple knew it couldn’t make a smartwatch that appealed to everyone, what hope did all the other market contenders have? And at this year's CES, you could see this trend playing out from tech outfits to traditional watch brands to athletic wear and shoe manufacturers.
When the Apple Watch 2 came out in September of 2016, it struck a fine balance in terms of new features and continuity—at least in terms of the product itself. But Apple’s positioning of the device changed dramatically. Instead of trying to be the perfect device for everyone to wear on their wrists all the time, it was now focused primarily on workouts and activity tracking.
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