Apple Watch Demo Videos Put Potential Buyers Behind The Wheel

Apple has released a series of four videos today that show — explicitly — exactly what the Apple Watch can do, how it will do it and why you might be interested in buying one.

If it seems to be a bit late in the cycle to get something like this out, I agree. Apple’s early marketing around the Watch has focused mainly on its construction, originality and possibilities for customization. That’s not a bad thing at all, but it’s much more suited to a product that’s entering an upgrade cycle. The last few years of iPhone or iPad releases is a good example of this. If you’re going to convince someone they might like to purchase the new one you’re going to highlight differentiating design, color, materials or functionality.

For a completely new category of product, Apple had to dig back — all the way to the original iPhone — to remember how to position these things. It’s probably difficult to recall, but the first iPhone was such a radical departure from anything that had come before it that Apple had a ton of explaining to do.
Screen Shot 2015-04-03 at 2.00.18 PM

Part of that explaining was laying out the features and functions (and their theoretical usefulness) in a series of to-the-point instructional videos like this one. They went over things that seem second nature now: deleting a voicemail, reading and flagging email, browsing the web in a ‘real’ web browser.

The instruction was largely based on the fact that we were moving from buttons to a brand-new interface: multi-touch.

So a set of four videos, which will be expanded in the future, that explains very plainly how Apple Watch features work and why you’d want to use them makes a lot of sense. The Watch is also introducing the ‘new’ Digital Crown and Force Touch mechanisms to Apple’s interface lexicon. Those new interaction methods add additional possibility, but also need an introduction that ties them in with explicit actions like sending emoji, checking your calendar or transmitting your heartbeat.

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