When the Apple Watch came on the market I struggled with trying to decide whether or not I really needed to spend $300+ on a glorified digital watch. I’ve worn a watch most of my life and always selected watches that actually had hands to tell the time, never a digital watch. I remember when I was around 7 years old my grandfather bought me my first watch. It was a Kermit the Frog watch with a woven nylon green band much like the woven bands available for Apple Watches.
When the Series 2 watch came out I continued to question my desire to purchase one, after all where was the value? Apple has such a small line of products, I had to wonder what was this product developed for that they had found the rest of their line-up to be lacking? (Chapter 7, 2012) I’d had nice watches that cost much less but had stopped wearing them when I purchased my first fitness tracker, a Jawbone UP. Later, when I bought a FitBit I refused to spend the extra for the band that displayed the time. So when the Apple Watch was updated why did I feel that it was time to make the investment in a watch that I would actually need to charge every day?
The fact that I had already made a significant investment in Apple products definitely had an effect on my purchase decision. For 15 years I had purchased PCs, but about 5 years ago the motherboard fried on my new PC three times in a matter of months. Thankfully it was under warranty and I’d had everything backed up so I didn’t lose anything except for the time it took to reinstall the software and documents onto the machine each time. The last time it fried they finally gave me a new replacement computer but I sold it before I even took it out of the box. I loved my iPhone and friends had been telling me that Macintosh computers were amazing so I moved on and purchased an iMac. After that I purchased MacBooks, an iPad, and Apple TV devices which all worked together seamlessly making my life easier and building my trust in Apple.
I’ve always enjoyed playing with the latest and greatest technology products. With Apple’s marketing efforts in the app store it was hard to miss the little watch icon that always left me wondering about how much better the app I was looking at would respond on a watch. I eventually decided that I really did miss wearing a watch and that based on my happiness with all of my other Apple products if I purchased the watch I would not regret it because it would quickly become invaluable to my daily life. I also knew that I wanted to get back into the habit using a fitness tracker daily. I’m always trying to make sure I drink my water daily so I wanted to be able to use the watch for other health purposes such as tracking my water intake, my heart rate, doing relaxation exercises, and I knew there would be many new ways to use it that I didn’t even know about yet. I loved my other Apple products and thought that having an Apple Watch seemed to be the next natural step.
I researched on Apple’s website and read blogs to convince myself that I would really love the watch. Apple sells it’s products through many affiliates such as Target and Best Buy who occasionally feature Apple products in their marketing, but you always have to go back to Apple’s website for the detailed product information. There was a lot to decide on including what size watch, what series, what color and what type of band. The Apple website was great for comparing the differences between Series 1 and Series 2 watches. I trusted Apple’s description of the watches, the comparison chart and the images of the watch. However, even with reviewing the website I was left confused about how the first original Apple watch fit in to the lineup, I thought the Series 1 watch was the original which I didn’t want. I didn’t want to spend as much as the Series 2 watch cost, but I also didn’t want a dim screen with slow graphics. Blogs written by real people like Serenity Caldwell helped me decide what size to go with. This is I also how I learned that there are more feminine third-party wristbands available on the market for the 38mm watch, so that was the one I wanted.
Several years ago when it was time to upgrade my iPhone I had heard about poor working conditions in Apple factories. At that time I struggled with whether or not I wanted to purchase a product that was made by overworked and underpaid personal. I continued to pay attention to Apple and was happy that they improved their Corporate Social Responsibility (CSR). I learned that when Tim Cook took leadership of Apple he began making vast improvements in the expectations Apple had with it’s suppliers. Since that time Apple has made tremendous strides in their CSR. I felt good about purchasing a product from a company that has strong standards not only for themselves but also their suppliers. Apple has set itself apart from other corporations in many ways creating what I hope is the corporation of the future.
- Device Security– Apple stood up to the FBI and refused to allow them to create a “surveillance society” by hacking into peoples phones (Baker, 2016)
- Environmental Responsibility– “As of 2014, 100% of Apple operations in the US and 87% of global operations are powered with renewable energy.” (Baker, 2016) They also use third-party audits to enforce strict environmental policies.
- Employee Responsibility– They treat employees with dignity and respect, provide equal, safe employment and provides training to increase standards
- Supplier Responsibility– Worker’s rights are human rights- making sure materials are sourced responsibly. 1.6 million people employed in 20 countries (Apple Suppliers) Apple works with companies to improve working conditions, when corrections aren’t made Apple follows through with terminating contracts. Holds suppliers to the companies higher expectations with core issues that have zero tolerance.
- Social Responsibility– Apple used their position to speak out in urging Congress to support the Employment Nondiscrimination Act
After debating about purchasing an Apple Watch I finally went to the store to look at them, even though I wasn’t ready to make the investment yet. I was worried that they might not have what I wanted to look at in the store because it had only been release recently. I needn’t have worried though because their supply chain seemed to be strong enough for the demand (Chapter 9, 2012). However, Apple stores are known for their successful marketing style. It is often said that walking into an Apple store is an “experience.” So it’s no surprise that when I went to the store and visited with the Apple sales rep I walked out with a watch.
The sales rep followed the successful APPLE sales process presented by Go Digital Marketing.
“Approach customers with a personalized, warm welcome.
Probe politely to understand all the customer’s needs.
Present a solution for the customer to take home today.
Listen for and resolve any issues or concerns.
End with a fond farewell and an invitation to return.”
The sales rep was indeed warm and friendly. He learned that I wanted a watch for myself and could tell I wasn’t sure exactly which watch to purchase. He resolved every single issue I had, including the fact that I didn’t “really” want to buy a watch that day, because if I really didn’t want the watch after I walk out the door I could just return it with no questions asked. Thankfully I really did end up liking the watch because my puppy, Noel, really liked the watch box that I left sitting on the end table. That night while I was sleeping Noel chewed the box into shreds so I no longer had to worry about deciding if I really wanted to keep it.