28 August 2014Re/code:
Remember back in June when I said Apple hoped to schedule a special event in October to show off a new wearable device? Remember how I also said this: “Could things change between now and fall? That’s certainly possible.” Turns out that was a prescient hedge, because things have changed. Apple now plans to unveil a new wearable alongside the two next-generation iPhones we told you the company will debut on September 9th.
There is no way this watch/band/thing is being released in September, although that’s not what is surprising. If you look at history, the iPad was announced in January and released in April. The iPhone was announced in January and released in June.
What’s surprising is the announcement in September, alongside the new (big deal) iPhones. Apple has no clear motivation to rush an announcement — they could easily wait until October (just like their original plan that Packzwoski reported on a few weeks ago).
You could argue that coupling the products at the event is a sign that the iPhone and iWatch are meant to go together, like the iWatch is some ‘minor’ accessory. I just can’t get behind that, though. The whole community has been hyping this product for a long time now. If expectations were inflated, I think Apple’s PR team would have got the word out by now. They haven’t. This product is a big deal.
So, here is my guess, the iWatch is demoed in September but only briefly. The star of the show will be the phones. Needless to say, release information for the watch will also not be available. (Think how the Mac Pro was a sneak peek at WWDC). Then, in October, Apple can finalise details and really get the marketing train pushing for the watch’s public debut — I’m guessing late November. This gives people a taste of Apple’s trump card1, but September is still firmly cemented as iPhone month.
1 Announcing early does not affect Apple financially. There is nothing to cannibalise.