What about wearable technology? Maybe there’s not so much money there, either. The latest news has Nike laying off the hardware group responsible for the seemingly popular FuelBand wearable tech. Seemingly? Lots of FuelBands on shelves. On people? Not so much. What’s going on?
To Do Or Not To Do?
That’s the question, though it appears Nike may know something that Apple knows that most of us don’t know, but enjoy guessing about it anyway.
Why would Nike exit the hardware side of wearables? Is it because ‘something wicked cool this way comes?‘ and Nike’s execs know?
If it’s wicked cool who is bringing it to market? Apple engages in wickedly cool industry disruptions, so my money; well, half of it– is on Apple’s future wearables and whatever they may be.
The other half of my money says there’s no money in wearables, the technology isn’t advanced enough yet to do cool things in small packages, and that’s why Apple is biding its time.
Wait. Didn’t Apple CEO Tim Cook say Apple would have new products in new product categories in 2014? No, not just new iPhones, iPads, and Macs. A new category.
I hope the man isn’t talking about phablets. That’s a given, and, as usual, Apple is late to the party so iPhone Air needs to be kick ass.
Evidence In The Sky
All the evidence points to Apple getting deeply embedded into wearable technology; a blending of lightweight hardware, hence wearable, with clever software and an ecosystem. Who does clever apps and has a seamless it-just-works (usually, or often, but mostly) ecosystem?
The company has hired too many fashion industry executives in the past year or so, including Burberry’s highly touted and expensive CEO, Angela Ahrendts, not to be setting itself up for wearable technology of the fashionable kind.
Fashion is a fickle industry. Nike, a highly visible brand on the world stage, is exiting the wearable hardware business for a reason. If less expensive products don’t sell, how will Apple sell ever more expensive wearable hardware?