Pair that with a huge network of bloggers, tweeters and online commentators with a strong relationship with the target audience and you can be sure than anyone that Apple wants to know about the product is made fully aware of it. I don’t remember the first time I heard about it, but in no time it was on everybody’s wrist. Just like a statement piece. I never purchased it myself but I always received mixed reviews about it. 

 

PERSUASION - By the time a potential customer has gotten to this stage it is probable that they have made up their mind whether they like it or not regardless of finding out all the details. As human beings we are prone to confirmation bias and often ignore information that doesn’t comply with our initial feelings about something. It is packed with features that the average wristwatch doesn’t need to perform it’s function of telling the time. Apple’s reputation will also make the buyer believe that it will be simple to understand and pleasurable to use. A watch by being worn on the wrist is also highly observable in public. Wearers will be seen touching it and interacting with it while the distinctive “digital crown” interface makes it stand out from other watches in it’s category.

Decision
Adoption- Continued adoption: The users will continue to wear the watch after they purchased because it at least have the time telling feature. However if the users discontinuance with adoption since they found the product is not as useful to them personally as they thought.

Implementation

With its strong communication and marketing plans, Apple makes it consumers believe that their new products are a 'must' in order to enhance one’s lifestyle. With constant new updates, the product always bring new features and possibilities to the consumer. There is no need to be tech-savvy for Apple products which means that the Apple Watch will fit into anyone's schedule/lifestyle.

Confirmation 

After having purchased, adhered to the idea and concept of the product and using it daily, Apple makes it hard for its consumers to not approve the concept of its goods. The brand has loyal consumers, who will usually rather extract the positive outcomes rather than ne negatives from their purchases. Hence why the Apple Watch has been quite largely integrated into people's lifestyles

Knowledge: User sees advertisement of the Apple Watch on social media and learns about the apple watch’s function. Or user borrows the technology from the early adopters influencers on Instagram.

Persuasion: The user is intrigued in the innovation and is curious on how it works. They think that they would like it so they go on to finding out more information. The attitude is more likely to be favourable after finding huge amount of information online.

Decision: The user decides to buy the watch and is ready to fully evaluate whether they like it or not. The adoption stage is on here. The user engages the Apple Watch.

Implementation: The user tries the Apple Watch, uses it on a daily basis and evaluates the innovation whilst using the Watch. But there is still a degree of uncertainty while using questioning the validity of the innovation.

Confirmation: The user asks their friends about what they think to seek acceptance of innovation. They receive positive feedback so they keep using the Watch regularly. There is probably a long-term effect of adopting.

- decision: rejection

1-Previous practice: smart watches to change the time and for fitness

2- Felt needs/problems: convenience of watches, apple created that need for such a small, light-weight digital tool to do it all, fashionable, lack of other daily life necessities such as phone, connectivity, easy and quick to use

3-Innovativeness: all in one: phone, time, message, alerts, etc…to have the same experience as when using a phone.

4-Norms: people can access the same apps and have the same connectivity with or without a phone.

 

 

I-               KNOWLEDGE

1)    Applewatch is cheaper than the Iphone; Waterproof; Cloud; all functioning apple systems are integrated

2)    Wristband; various colours; different sizes

3)    Messages; Bluetooth; wifi;  IOS; mail; phone; podcasts; share your activity level..

 

 

II-             PERSUASION

 

1)    Cheaper than ANY phone, tablet etc… + VERY Convenient + The most digital Light weight + High competitivity between apple products and other electronical brands such as Androids

2)    Compatible with any other phone brand

3)    Complexity: made less scary to use as it is a small watch model containaing all the apple tools.

4)    Triability: Try them in any apple store in the world or fashion brands such as Burberry, Hermes etc…

5)    Observability

 

 

III-            DECISION

IV-           IMPLEMENTATION

 

1)    Adoption: everyone adopted it and so apple decided to make other versions of the apple watch

2)    Implementation: All around the world

 

V-             CONFIRMATION

 

Looking at the total sales

Late Majority (Anjali): This cohort will wait to see the reviews of others and product performance, they will make the purchase on the basis of their need, this population might also try to find a deal on eBay to make a better purchase from someone from the early majority.

Laggards (Juliana): These individuals prefer to use innovations that have been tried and tested previously. This could mean that the use of a simplistic chronological watch appeals to them more. There is no demand for new, complex technology and they would rather be more minimal with their consumption. 

  

Socioeconomic characteristics: Suit for the middle or higher class. Demand will decrease during the recession. 

Personality Variables: the buying behavior will change according to different ages, lifestyles, social classes, and habits.

Communication behavior: it's important if apple's marketing really delivers the messages that the target audiences want.

2: Persuasion 

3: Decision

1. Knowledge : The user sees the advertising of Apple Watch. As I see it, Apple is one of the most important brands of our generation. This is because their marketing strategy is very good and they always aim on aesthetics and image. Therefore, Apple Watch has been advertised for a long time and on every platform whether it is online or offline. It would be hard for a user not to have heard about it. 

 

2.Persuasion : Since it is a brand that is very focused on the image. There are a lot of users that always stay loyal to Apple, no matter how good the innovation is. This means that instead of buying a normal digital watch, the users that are loyal to the brand as well as a great part of the population, will find an Apple Watch more interesting just because of the branding. Even if the other products have a lower price or even better quality, they will prefer buying the Apple watch just because it’s Apple. This process can be applied also to mobile phones. 

 

3.Decision : Now the user has all the information, he will be able to compare the product with other similar products from other brands. However, as we said before, the users that already own Apple products will be more inclined to choose the Apple Watch. 

 

4. Implementation : The user has now bought the product and will decide if it was worth it or not. Also, all of the Apple products are connected to one another. This means that if you already own a product created by Apple, it will be easier to integrate it in your lifestyle. 

 

5.  Confirmation : The user will spread the word and talk about it with family and friends to seek approval and confirmation about the product. 

Enablers: younger generation introduction, global conditions

Alaia Goyeneix/ Aria Mehta/ Maraya Antonova/Xueer Mi
 
 

Brands realized people need something to go quicker.

 

Enablers:

Time efficient

The control of payment and everything make with themselves 
the touch screen is very responsive
transactions are swift, speedy and efficient

 

Barriers:

Thick magnetic thing on the clothes then to deal with it is waste of time

No little coins and with cash on the self check-out  

Amount limits (like 20 MAX)

No promote code/ voucher code on self check-out 

 

Persuasion: The user is unsure of how to use the self check out system as it seems complex to them and is hesitant to use it. They might opt to use the traditional checkout till. Gen X are not used to this sort of technology and therefore do not embrace new technologies

Decision: Nonetheless, Gen X has lived through a time where many new technologies have been introduced and try to understand the innovation. A barrier to the decision process would be that there might not be anybody assisting them and they would give up and even leave the store without purchasing any products.  

Implementation: Gen X uses the innovation but is very hesitant using it. Would still prefer the traditional check out 

Confirmation: Gen X adapts to innovation and uses it after discussing with others and receives positive reviews on the self checkout system , encouraging them to pursue and continue using the self checkout

Millennials:

Knowledge: Off back of lockdown the need to make online shopping more exciting and visual for consumers. 

Persuasion: Bad aspects like having to hold the phone up to an open room… Not practical or comforting - should just be viewed in a pre existing room on an app like a design space. 

Decision: should be discontinued… Not user friendly and impractical. 

Implementation: Through the app which is quite basic… would be nice to get a feel from the fabric by having the mannequin walking to see how items drape. 

Confirmation: GAP’s millennial customers discuss the app with each other and see if people like it. 

BARRIERS: your arms are going to get tired especially if you start looking at more than 3+ outfits not very practical at all. The app is not showing the clothes well. Millennials might not have a convenient close by open room to view products in… if you have a messy house it wont work. 

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