Why is Apple still hiding the Apple Watch sales numbers? Is it a failure?
Apple loves to brag about sales figures for all of its devices except for "Apple Watch". Tech research firm IDC figures that Apple sold 4.1 million Apple Watches during the fourth quarter of 2015. That would mean that Apple Watch sales fell 63 percent in just one sequential quarter. Grabber-Holder business dynamics seem to explain what is happening.
A grabber effect ocurrs when a cool gadget is launched, then high loyal-emotional consumers run after product. According to a Fluent's market research, 77% of the actual Apple Watch owners consider the device a success and that two thirds of them plan to upgrade to the newest version of the watch when it comes out. Unfortunately, a grabber effect alone doesn't give the sustainable sales growth that companies need over the time. So that, companies should create holder effects in their ecosystem that retain and attract the mainstream of rational people who perceive real usefulness and value from products.
Among the general population, 53% of people do not think the Apple Watch has been a successful product. Moreover, the reasons of actual owners for not buying a next-generation Apple Watch are:
- 34% of owners cited high prices as a reason for not buying,
- 31% said the device just wasn’t useful enough to justify buying,
- 16% simply said the device is “ugly.”
- 34% of owners cited high prices as a reason for not buying,
- 31% said the device just wasn’t useful enough to justify buying,
- 16% simply said the device is “ugly.”
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