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The marketing message for the Ultra is to a specific group of folk who do those things like hiking, extremes sports, etc. This watch isn't really targeted at gr

The marketing message for the Ultra is to a specific group of folk who do those things like hiking, extremes sports, etc. This watch isn't really targeted at grandma so hardly selling "fear".

TrueGeek 4y ago
It's a fine line between fear and reassurance. The first time I did an ultra event my wife and I didn't even consider that I wouldn't have cellular connectivity in southern Georgia. When it took longer than I told it would (because, of course it did) she got worried because it appeared I was stopped and not moving for a long time. She was about to call the race organizer when I finally got cell coverage again and texted her. After that I agreed to buy a Spot device which is very expensive, bulky, and the interface (at least 4 years ago) isn't great. But it shows her my location anywhere in the world. The iPhone 14 does the same thing and it's just included.
tempest_ 4y ago
Speaking of the watch, how large can the diving watch market segment be? I am very curious if those diving watch features will drive enough purchases to cover their dev costs. Maybe it is a bigger market segment than I think.
- bbarn 4y ago
  it has to be pretty small, even amongst those who dive. My wife dives for a living and in thick gloves she can barely use her big analog Citizen. Not only that, I can't imagine how fast she'd break the face on it. I would guess the market is more for people who add diving in the long list of hobbies they enjoy.
- beAbU 4y ago
  I think it's larger in the same way that, for example, the amount of 4x4 vehicle owners out there far outnumber the amount of people who have ever driven their vehicles terrain that requires 4x4 capabilities.
- sys_64738 4y ago
  If you look at the diving devices with similar functionality, they start at 999$ and go shooting through the roof. There's high margins to be made here as opposed to volume shipping IMO
- jitl 4y ago
  I bought one as soon as I saw it was usable as a dive computer. $800 for a dive computer that I’d also wear as a daily watch is a steal - I’ve been procrastinating buying a dive computer because the ones that wirelessly integrate with air supply are super expensive $1000+. I don’t see any announcement of wireless air integration for the new watch yet, but I’m hoping Oceanic capitalizes on their partnership with Apple by adding Bluetooth to their transmitter (https://www.oceanicworldwide.com/product/computers/transmitter/?v=7516fd43adaa https://www.oceanicworldwide.com/product/computers/transmitt...) My partner might get one too after we test mine out. We have 10+ friends who a) already have and enjoy Apple Watch and b) are scuba certified. I don’t think any of them have a Garmin/Suunto type sports watch yet…
  - jfengel 4y ago
    I was wondering... does bluetooth work underwater? Perhaps by occasionally bringing the watch very close to the regulator?
    - jitl 4y ago
      It's super short range - like cm of range because water is really good at absorbing 2.4ghz. Other diving accessories for Apple devices use Bluetooth as a bridge to their own radio / features, so maybe a slide-on case or watch band could add an adapter to a Mhz radio.
cassianoleal 4y ago
> The marketing message for the Ultra is to a specific group of folk who do those things like hiking, extremes sports, etc. Which is quite odd. I myself go out for days and sometimes weeks, and one of the main features I look for is battery life and power management. With a midtier Garmin Fenix I can easily get a week's worth of battery, and if I really need I can extend that up to maybe 20 days or so. The Apple Watch just doesn't cut it. Can you imagine being out in a freezing mountain and having to charge the watch every day or run the risk of not being able to call up directions or help? I also rock climb with my Fenix sapphire and except for a few light scratches on the titanium bezel, the watch is pristine despite the many crunchy scrapes and hits on hard rock. I'd love to know how well Apple's compare to that.
orev 4y ago
Like people who buy huge pickup trucks but never haul anything, the marketing is for people who aspire to do those things is much bigger than those who actually do them.
tomjen3 4y ago
Thats way too small a group to sell to. Apple is selling to those who aspire to do those tings.

The marketing message for the Ultra is to a specific group of folk who do those things like hiking, extremes sports, etc. This watch isn't really targeted at grandma so hardly selling "fear".

TrueGeek 4y ago

It's a fine line between fear and reassurance. The first time I did an ultra event my wife and I didn't even consider that I wouldn't have cellular connectivity in southern Georgia. When it took longer than I told it would (because, of course it did) she got worried because it appeared I was stopped and not moving for a long time. She was about to call the race organizer when I finally got cell coverage again and texted her. After that I agreed to buy a Spot device which is very expensive, bulky, and the interface (at least 4 years ago) isn't great. But it shows her my location anywhere in the world. The iPhone 14 does the same thing and it's just included.

tempest_ 4y ago

Speaking of the watch, how large can the diving watch market segment be? I am very curious if those diving watch features will drive enough purchases to cover their dev costs. Maybe it is a bigger market segment than I think.

bbarn 4y ago
it has to be pretty small, even amongst those who dive. My wife dives for a living and in thick gloves she can barely use her big analog Citizen. Not only that, I can't imagine how fast she'd break the face on it. I would guess the market is more for people who add diving in the long list of hobbies they enjoy.
beAbU 4y ago
I think it's larger in the same way that, for example, the amount of 4x4 vehicle owners out there far outnumber the amount of people who have ever driven their vehicles terrain that requires 4x4 capabilities.
sys_64738 4y ago
If you look at the diving devices with similar functionality, they start at 999$ and go shooting through the roof. There's high margins to be made here as opposed to volume shipping IMO
jitl 4y ago
I bought one as soon as I saw it was usable as a dive computer. $800 for a dive computer that I’d also wear as a daily watch is a steal - I’ve been procrastinating buying a dive computer because the ones that wirelessly integrate with air supply are super expensive $1000+. I don’t see any announcement of wireless air integration for the new watch yet, but I’m hoping Oceanic capitalizes on their partnership with Apple by adding Bluetooth to their transmitter (https://www.oceanicworldwide.com/product/computers/transmitter/?v=7516fd43adaa https://www.oceanicworldwide.com/product/computers/transmitt...) My partner might get one too after we test mine out. We have 10+ friends who a) already have and enjoy Apple Watch and b) are scuba certified. I don’t think any of them have a Garmin/Suunto type sports watch yet…
- jfengel 4y ago
  I was wondering... does bluetooth work underwater? Perhaps by occasionally bringing the watch very close to the regulator?
  - jitl 4y ago
    It's super short range - like cm of range because water is really good at absorbing 2.4ghz. Other diving accessories for Apple devices use Bluetooth as a bridge to their own radio / features, so maybe a slide-on case or watch band could add an adapter to a Mhz radio.

cassianoleal 4y ago

> The marketing message for the Ultra is to a specific group of folk who do those things like hiking, extremes sports, etc. Which is quite odd. I myself go out for days and sometimes weeks, and one of the main features I look for is battery life and power management. With a midtier Garmin Fenix I can easily get a week's worth of battery, and if I really need I can extend that up to maybe 20 days or so. The Apple Watch just doesn't cut it. Can you imagine being out in a freezing mountain and having to charge the watch every day or run the risk of not being able to call up directions or help? I also rock climb with my Fenix sapphire and except for a few light scratches on the titanium bezel, the watch is pristine despite the many crunchy scrapes and hits on hard rock. I'd love to know how well Apple's compare to that.

orev 4y ago

Like people who buy huge pickup trucks but never haul anything, the marketing is for people who aspire to do those things is much bigger than those who actually do them.

tomjen3 4y ago

Thats way too small a group to sell to. Apple is selling to those who aspire to do those tings.