MOHAMMED ABDULHAFEDH MOHSEN ABDULLAH

TP027458

APPLE WATCH ANALYSIS

Innovation Management and New Product Development

Executive Summary
The purpose of this report is to conduct a marketing analysis of Apple watch
which is new exploration to its new category line. The concept of smart watches has been
recently being introduced in the market already with companies such as Samsung,
Motorola and many more and Apple is also in same boat. In this report, Apple manages to
manner its Apple watch in the market and uses various technologies on how it can
improve its product-line promotion strategies for its products to be successful in the
technology markets. Hence, this report would even comprise on how Apple Company
can create better innovative products than its competitors to overcome the issue of high
competition that it faces from its competitors. Overall, Apple watch has been growing
multinational markets for one year and it continues to grow supplying new innovative
products and services for its customers to easy their life.

Table of Contents
Introduction Apple as Company.............................................................6
Introduction to Apple Watch...................................................................6
Background of The Case.........................................................................7
Market Entry...........................................................................................8
Launch Activities....................................................................................9
Brand Management Strategies.............................................................10
Product Platform................................................................................10
Brand Extension................................................................................11
Market Evolution................................................................................11
Market Segment.............................................................................11
Product Life Cycle...........................................................................11
New Geographical Areas................................................................12
Brand Success...................................................................................12
Competitors.......................................................................................13
Brand Development..........................................................................13
Product...........................................................................................14
Price................................................................................................14
Promotion.......................................................................................14
Place...............................................................................................14
Buyer Behavior..................................................................................15
Brand Performance............................................................................16
SWOT Analysis.....................................................................................16
Strengths...........................................................................................18

Weaknesses.......................................................................................18

Table of Contents
Opportunities.....................................................................................18
Threats..............................................................................................18
PEST Analysis.......................................................................................19
Political..............................................................................................19
Economic...........................................................................................20
Socio-cultural.....................................................................................20
Technological.....................................................................................20
Development of Growth Strategy.........................................................21
Market Penetration............................................................................21
Product Development........................................................................21
Market Development.........................................................................22
Diversification...................................................................................22
Conclusion............................................................................................23
Reference.............................................................................................24

Table of Figures
Figure 1: Apple Watch............................................................................7
Figure 2: Apple Watch styles................................................................10
Figure 3: perceptual map of competitors.............................................13
Figure 4: Male ages likely to buy Apple Watch.....................................15
Figure 5: Female ages likely to buy Apple Watch.................................15
Figure 6: Apple Watch SWOT................................................................17
Figure 7: Apple PEST Analysis..............................................................19
Figure 8: ANSOFF Matrix.......................................................................21

List of Tables
Table 1: Market follower advantages and disadvantages.......................8
Table 2: Apple Watch prices.................................................................14

Introduction Apple as Company

Nowadays, development cycle in personal computer industry is moving towards faster
and enhancements added to those personal devices are rapidly increased. This is
happened because of demand of the customers for making their lives easy by perform
their tasks with comfort and more accuracy. In the past, many inventors contributed to the
history of computers and the computer were complex pieces of machinery made up of
many parts, each of which can be considered a separate invention.
In 1976, Steve Jobs and Steve Wozniak founded Apple Company which are mainly
focused on computer hardware and computer software consumer electronics digital
distribution in United States. Apple is multinational company that deals in technological
devices are like iPhone, iPad, iPod and computer software. Tim Cook is now Chief
Executive Officer (CEO) in Apple Company and he has introduced new many products.
Apples vision statement is to make great products, simple and to own and control the
primary technologies behind the products also not to settle for anything less than
excellence in every group in company. The mission statement is to design the best
personal computers in the world along with OSX, iWork, iLife and professional software
(Rowland, 2015).
Introduction to Apple Watch
Recently, dreams become true and the computers are smaller so that they are affordable
and portable such as wearable computing smart watches. There are two famous smart
watch companies that most people use which are Samsung, Apple and LG and all of them
are manufacture personal devices such tablets, phones many others. Apple Company
provides various products for and business with integrity and high
quality. The products are provided to people are very interesting and
also needed in our daily life. One of the most powerful recent wearable
product is Apple Smartwatch. It is extremely smart as it understands
what the user is looking for.
In April 2015, Apple unveiled iWatch as best personal device that features innovative
idea such Apple iOS device like the iPhone or iPad to push the watch specific content to

the device. In figure 1, Apple watch is one of the best wearable computing smart phone
type that should be worn on users wrist in the world for their design and built by Apple.
It provides high quality efficient system that mainly attracts young customers to acquire
product (Apple, 2015).

Figure 1: Apple Watch (Apple, 2015)

Moreover, the name of watch has been changed from iWatch to Apple
Watch. Also, apple watch is beautifully featured with four heart beat
sensors so that it can improve fitness by monitoring heart rate. In
addition, the user can call or send an SMS throughout the watch and it
can easily be answered as well as GPS is provided. It also could interact
with world so that the user is able to pay using Apple Pay system.
Apple have three different watches which are apple watch, Apple
watch sport and Apple watch edition and they are in two different sizes
(38mm and 42mm) (Apple, 2015).
Background of the Case
Market entry and launch activities of Apple watch are going to be
examined and see what issues Apple watch have in market. Although
Apple Company usually innovates new idea of technologies for

products, Apple is follower market after other competitors in Apple

Watch. For example, Apple watch is considered as follower market
which means that, it might be difficult for apple to get customers in
market because they are the follower. Also, it might not penetrate to
the market easily as same as the first market. Also Apple Watch is
expensive although its competitors have same specification with low
cost.
Market Entry
A market entry is a strategy that delivers services or goods to the
planned market and it distributing them there. It is one of the
significant strategic decisions in international business so that is the
mode of entering the international markets. There are a variety of
options open to market when there is an organization has made a
decision to enter an international market. There has been much
speculation, not only about the product itself but also how Apple fans
will receive it. One must consider that the android watches have not
made much profit, especially since the wearable technology industry is
still nascent. Apple being known as a company which has strong
engineering, design and technology base, in whichever gadgets they
bring out, a lot of fans have been eagerly waiting for the Watch. Market
entry gives any company that is intending to release a new product
and indication of the potential sales of that product. Furthermore, in
market entry, there are market first and market follower being in the
market (Kar, 2011). Apple Watch is considered as market follower due
to the product was announced in 2015 while another competitor
Samsung (Gear Watch) is considered as market first and it was
announced in 2013. There are advantages and disadvantages of being
market first and follower in table 1 as follows,

Table 1: Market follower advantages and disadvantages (Palumbo,

2009)

Launch Activities
In 9th of March, 2015 special event, the company made its Apple Watch
launch intentions clear and announced that customers would be able
to preorder the device via Apple's online store beginning in 10th of
April. Apple watch is carried out by apple corporation were marketing
and advertising. Also, Apple employs to achieve its tremendous
customer loyalty by performing some different aspects. Firstly, apple
has its own store which is strictly devoted products so that Apple make
it easy for customers to download applications, music and to explorer
new technologies that the company offers. So by creating this store,
apple can encourage current customers to get excited about what it
has to offer (Geddes, 2015).
After that, Apple watch can download music by iTunes so that Apple
make it easier for customers do not have to stray to find out products
and solutions they want while will strengthen customer loyalty. Almost

all Apple products have same basic architecture due to consistency.

Because of that, current customers have good idea of what they will
know how to handle the Apple watch before they purchase easily
because apple products use iOS operating system and they will be
easy to adopt with the new Apple Watch so this makes the customers
to repeat purchase new products (Geddes, 2015; and CRM, 2009).
Despite the Apple products is consistent, its portfolio is not which
means that the Apple offers current customers number of different
ways to enjoy its products so that the company gives the customers
the opportunity to employ Apple in their rooms and offices as result
customers stay loyal to the brand already like (Geddes, 2015). Also,
Apple watch attracts customers with beautiful design to user, bright
colors, a smiling icons and sleek looking hardware. Finally, Apple
carefully consider what the customers are looking for so that Apple
Watch is result of strong design and more research until it contributes
to Apples high customer satisfaction rates by making the watch plain
and simple (CRM, 2009).
As result, Apple Company is positioning Apple Watch by High
technologies, convenient to consumers, stylish and symbol of high
status.

Brand Management Strategies

Product Platform
Apple first generation has three different watch styles as shown in
figure 2 which are Apple watch, Apple watch sport and Apple watch
edition and they are in two different sizes 38mm and 42mm. Apple
watch sport has 10 models which have Ion-X glass display, flexible,
come with silver aluminum which making 50% hard. Apple watch has
10

20 models made by 316L stainless steel and sapphire crystal glass

which making 80% harder (Apple, 2015). Apple edition has 8 models
with 18-karat gold case with different colors. The first generation of iOS
has many issues such as apps slow, getting heat and limited apps
(Costello, 2015).
Because of Apple watch attracts many customers with beautiful design
and successful product, Apple Company released second generation of
new Apple watch iOS2 provides newer technologies, integrity and high
quality apps. Apple Watch iOS2 has greater enhancements and it has
been released in September 2015. The next generation has same
sizes, models and prices but it more powerful apps and apps load
faster by implementing new processor inside the watch. Also, the new
generation has feature like receiving emails, replay at all the bottom of
a message, adding Taptic engine for vibration, updated digital crown
and send an emoji. Moreover, Apple watch iOS2 includes Activation
Lock which protects users data in iCloud when the watch is lost or
stolen (Apple, 2015).

Figure 2: Apple Watch styles (Marshall, 2015)

Brand Extension
Beside Apple watch, Apple Company has many products and services
include iPhone smartphone, iPad tablet, iPod for music, Mac Desktop or

11

laptop, Apple TV, a portfolio of consumer and professional software

applications, the iOS and OS X operating systems, iCloud, and
accessories, service and support offerings. The company also sells and
delivers digital content and applications through the iTunes Store, App
Store, iBooks Store, and Mac App Store for downloading software and
application (Apple, 2015).
Moreover, Apple watch current generation or next generation is
depending on the extensions products such as iPhones or iPads. For
example, user will not be able to make calls or use web-based services
from the watch without being connected to a compatible device
(Marshall, 2015). The Apple Watch pairs with iPhones via Bluetooth low
energy and built-in Wi-Fi. Also, Apple watch apps are really just
displays the things running on the iPhone, and some key features are
not available if user is not paired to an iOS device (Low, 2015).
Market Evolution
Market Segment
Apple watch main target is to people all ages especially youth,
between 16 to 40 year, falling in a medium to slighter social group. It
can be used during work out, in army and even for normal days
because Apple watch is made up with solid material made by 316L
stainless steel and sapphire crystal glass which making 80% harder.
However, Apple watch is not waterproof but it is water resistance which
means that the product is not suitable for swimmers. In contrast, the
user can wash his hands while wearing the watch or if it gets some
occasional rain the watch can survive (Low, 2015).
Product Life Cycle
It describes the changes in consumer demand over time. There is no
product can be in demand forever. So Apple watch is considered new
product for apple and with first products are often made obsolete more

12

quickly. In introduction stage, the product occurred regionally in US

because the company predicted demand and the product price is high
due machinery, set up and market research. For example, Apple watch
for 42mm model price is from $599 to $1099 which is considered very
expensive. In growth stage, Apple watch is visible and the reputation
spreads through heavy advertisement due to Apple watch is follower
market. In maturity stage, Apple got the maximum amount of sales
and therefore maximum revenue. For example, Apple watch revenue
was $1 billion by selling 2.5 million units in Jun-quarter (Kharpal, 2015).
After that, by decreasing the amount of revenue with some time, Apple
cannot find new consumers for Apple watch in decline stage. As result,
Apple released new watches with more advance technologies (Warren,
2015).
New Geographical Areas
Apple retailer began selling the apple watch in few stores in US then in
Canada. Because of demand for apple watch and it is so great, the
company plans to expand the geographical areas of sales thus the
maturity stage will last longer and the amount revenue increases as
well. Tim Cook announced that Apple watch will be available in Europe,
Asia and Australia after 2 months and half of launching Apple watch in
4 June. (Prigg, 2015).
Brand Success
Apple Watch is successful product where Tim Cook said that the watch
revenue has about $1 billion in sales around the world. In addition, the
product has many functions are almost like the smart phones. The
watch has strong design and Apple has more research until it
contributes to Apples high customer satisfaction rates by making the
watch plain and simple (Kharpal, 2015).
Almost all Apple products have same basic architecture due to
consistency. Because of that, current customers have good idea of
13

what they will know how to handle the Apple watch before they
purchase easily because apple products use iOS operating system and
they will be easy to adopt with the new Apple Watch so this makes the
customers to repeat purchase new products. Therefore, Apple Watch is
distinctive and provides values to customers (Crothers, 2015).

Competitors

Figure 3: perceptual map of competitors (Martin, 2015)

Before Apple launched the watch, there many companies have already
launched their watches in 2013 and 2014. In figure 3 shows that the

14

companies like LG and Motorola have strong hold on customers

because of their fantastic features and great design that resemble a
normal watch. However, Apple accessories varies, simplicity and
design places are slightly above the segment. Samsung and Sony do
not have distinctive design and seem to have functionality lacks value
to customer. The main focus is to market product to brand loyal
customers since apple is already a status symbol (Martin, 2015).
Brand Development
4Ps is a set of tools that are used to help companies to gain advantages in marketplace
and to maximize products potential (Elliot, 2008). 4Ps is the abbreviation of Product,
Price, Promotion, and Place. The application of the 4Ps analysis on Apple Watch is as
follows,

Product
As was reviewed previously, there are three different watch styles as
shown in figure 2 which are Apple watch (20 model bands), Apple
watch sport (10 model bands) and Apple watch edition (8 model
bands) and they are in two different sizes 38mm and 42mm. The main
feature of Apple Watch is to monitor health and to keep track of
monitoring fitness. Also, Apple watch has the newest iOS and wireless
synchronization (Apple, 2015).
Price
Apple watch is considered as most expensive smart watches compared
to any of its competitors. In table 2 below shows the price for each
style. The price of Apple watch and Apple watch edition are varying
depends on model bands.
Table 2: Apple Watch prices (Apple, 2015)
Size

Apple Watch

Apple Watch

15

Apple Watch

38mm
42mm

Sport
$349

$549 to

Edition
$10000 to

$399

$1049
$599 to

$17000
$10000 to

$1099

$15000

Promotion
Promotion explains the way to promote for the companys product either through web
promotions, traditional advertising, or some other marketing tactics. Apple uses social
media to gain attention of customers and provides videos available in social media
especially YouTube that shows specification of the watch and emphasizing the unique of
the watch. Also, Apple uses technology and word of mouth strategy by combining TV
and the internet and Eye catching display.
Place
Place or distribution specifies where the product or services would be sold or available to
customers. For apple watch, Apple combine direct and indirect distribution strategy by Esales on Apple official website. Also Apple watch would be distributed to all major
retailers of Apple Company. Sometimes the product may delay and this creates questions
to the consumer. Because of high demands, this would be hard task to handle with the
product. (Goodwin, 2015).
Buyer Behavior

Figure 4: Male ages likely to buy Apple Watch (Thompson, 2015)

Men is more interested in buying the Apple watch than women. In fact, men age between
18-24 are more interested with 26% as shown in figure 4 but women are not interest

16

where from figure 5 shows 9.5% of women in same age of 18-24 who made an effort to
learn about watch (Thompson, 2015).

Figure 5: Female ages likely to buy Apple Watch

Overall, Apples consumers are satisfied with their Apple watches due to features and
design specifications. Although there are consumers complained about problems in first
generation of Apple watch as heat, lag and battery life, Apple has solved these problems
in next generation.

Brand Performance
Apple did not break out any specific revenue for apple Watch. However, there some
companies have been attempting to calculate the revenue based on other categories in
Apples earning. According to researches (Nourma and Juniper, 2015) showed that Apple
revenue was likely $1 billion in June quarter of 2015 by shipping 2.5 million units
(Kharpal, 2015). The revenue is considered very well and thus the company is motivated
to further enhancements. With the success of product, Apple Company is likely to further
their efforts in offering fitness features on their smartwatches, thereby contributing to the
sharp rise in sales forecast in 2015.
SWOT Analysis
Another technique can be used to analyze and evaluate the four major parameters of
Apple company is SWOT analysis. The four parameter that SWOT analysis is concerned
about are; Strength, Weaknesses, Opportunity, and Threat. According to Tom Berry

17

(2005), SWOT analysis is defined as a very simple process that can offer powerful
insight into the potential and critical issues affecting a venture.

18

Figure 6: Apple Watch SWOT

Strengths

19

The major strength of Apple, it has strong market position and

consumer trust worthiness which raises because of Apples ecosystem
that increases the competitive advantage. Then, Apple watch has
variety of software and apps which interlinked and maintain each other
(Harrer, 2015). In 2013, third time that Apple has been chosen as the
most pioneering company in the world. In addition, Apple Watch has
superior capabilities and resources, with assets at $198.69 billion for
all Apples products (Wang, 2014).
Weaknesses
High price is major weakness of Apple watch because there is a strong
completion in the market and the Apples consumer can get with same
specification by its competitor in lower price. Also, Apple is not the first
market that produced watch so it is hard for Apple to get into the
market (Wang, 2014). Also, some consumers gave negative feedback
due to limited specifications and overprice. Moreover, decreasing
market share can be caused to less influence its customers (Harrer,
2015).
Opportunities
Apple Company is getting the opportunity to increases the demand and
expansion in worldwide and increasing the revenue through this
strategy. Moreover, the app makers are possible attracted for creating
newer apps so that apps can be feasible and more concentrated on
health such monitoring fitness. Because of demands, Apple has chance
to expand the product line due to higher revenue compare to its
competitors and also releasing Apple watch, new product can be within
existing markets (Wang, 2014).
Threats
There are some issues which might threaten Apple watch and these
threats causes reduction in firm revenue and may loss reputation of
the company. Android Companies such Samsung and Sony releases
20

their watches with less cost with high technologies. In addition,

increment in Tax in USA will affect the Apples growth. Also, due to
demographic changes, trends fluctuating and the innovative products
must be release regularly (Harrer, 2015). As customers are become
more technology lover and they want it in very short time which
causes pressure to companies. Extending Apple Watch internationally
sounds good but it can result in target attacks (Wang, 2014).
PEST Analysis
To gain an understanding of Apples Watch, direction of operation and
to know situation of the future market, PEST analysis used for external
factors (Political, Economic, Socio-cultural and Technological) in order
to identify the opportunities and threats. Figure 7 shows PEST for Apple
as follows,

Figure 7: Apple PEST Analysis

21

Political
There are many problems which cannot be controllable by the
company such as; geopolitical uncertainties, war against terrorism,
authority to work and health issues which can affect the sale of Apples
product worldwide. Also, increment in tax in USA will affect the Apples
growth. One challenge that Apple faces in terms of business is the
government requests for information. Apple policy is to be transparent
that abides with law but Apple claims no to work with government
agencies to create a backdoor into its products or and services and the
company will not do (Apple, 2015).

Economic
The aspects needed to be considered are interest rates, exchange rate
and inflation employment level. Because global growth for the market
seems to have weekend, the inflation rate has been reduced which is
all time low compared to past 5 years which is offset of keeping the
Consumer Price Index (CPI) at rate of 2% (Friesner, 2014; and BBC,
2014). As a result of these economic factors, purchasing power of
people reduced which negatively affected the sale of Apple products
due to its higher price. But now worlds economic conditions are
getting better and company has purchased itself foreign currencies, so
Apple revenue has increased in the global market (Apple, 2015).
Socio-cultural
Apple has promoted socialization in society through their products. It
means that people will buy Apple products such as Apple watch,
iPhone and iPad due to these gadgets help people to get connected
and gives them source of belonging (Newlands and Hooper, 2009).
Also, rapid growth of the music industry which have increased markets
over the cyber space as well. The main virtual music store is the
iTunes. Thus, in all Apple products have benefitted from the social
22

factors as it has begun defining a modern individual lifestyle. Also,

some additional behavior can be related to religion, population growth
and media influence thus Apple had better to keep in mind the success
of new products are based on these factors (Ukessay, 2015).
Technological
Apple Company has invested largely in its product research and
development field and thus Apple products are at the top of the new
innovative products ranking. The technology has been fast changing in
the world and the market for it has become top of industries which has
added to more and more competition and therefore as soon as
technological change are concerned the product life cycle has been
shortened drastically which the Apple company takes the advantage of
by introducing newer products in the market which ultimately lead the
market (Ukessay, 2015).

Development of Growth Strategy

Product and market development is very important for the growth of
any organization. ANSOFF matrix can be introduced here as a very
useful tool for thinking about marketing objectives and how to develop
the product and market of the company. Figure 8 shows the ANSOFF
matrix and further explanations for Apple Watch.

23

Figure 8: ANSOFF Matrix (Wanasinghe, 2014)

Market Penetration
Apple Watch has captured 75.5% global smartwatch market share and
the strategy analytics estimates that the company sold 2.5 million
units in the second quarter (Kharpal, 2015). In contrast, the competitor Samsung
captured 7.5% global smartwatch market share (Rossignol, 2015).
Product Development
Apple watch is beautifully featured with four heart beat sensors so that
it can improve fitness by monitoring heart rate. In addition, the user
can call or send an SMS throughout the watch and it can easily be
answered as well as GPS is provided. This product can meet customer
needs with nicer design than other competitors (Apple, 2015).
Market Development
Market development is the process of finding new markets for existing
products. Because of high revenue and capturing most market share,
Apple is planning to export their watches new regions UAE, Saudi
24

Arabia in 22nd October 2015. (Rossignol, 2015). Market development is

riskier than market penetration because of new markets.
Diversification
Diversification is the process of moving new products into new markets
at the same time. This could be risky for any company because the
business is moving into markets in which it has little or no experience.
So Apple always launches their new products in mother land in US but
it might be possible for Apple to launch their new watches in new
geographical areas due to Apple has good reputable brand worldwide.

25

Conclusion
All in all, Apple watch has been successfully analyzed. Apple over
the year since its establishment have grown from a private enterprise to a public listed
company and still continues to venture out with its new innovative products. Like every
other enterprise had merits and drawbacks; Apple too have it. The report comprises of
Apple watchs merits, and how the company can improve itself and its products and
services for a better future prospect. As the profits and products of Apple watch
keeps increasing month by month, Apple prove that their innovation
management at the top level. Overall, Apple watch has been growing
multinational markets for one year and Apple continues to grow supplying new
innovative products and services for its customers to easy their life.

26

Reference
Apple, (2015). Apple. [Online]. 2015. Available from: http://www.apple.com/. [Accessed:
9 October 2015].
CRM, (2015). 11 Effective Strategies Apple Uses to Create Loyal Customers. [Online].
2015. It.toolbox.com. Available from: http://it.toolbox.com/blogs/insidecrm/11-effectivestrategies-apple-uses-to-create-loyal-customers-53510. [Accessed: 9 October 2015].
Crothers, B. (2015). Is the Apple Watch a success? | Fox News. [Online]. 2015. Fox
News.

Available

from:

http://www.foxnews.com/tech/2015/07/22/is-apple-watch-

success.html. [Accessed: 9 October 2015].

Elliot G. et al (2008). Marketing: Core Concepts and Applications. 1 st edition, Australia,
John Wiley & Sons. P33-37.
Goodwin, R. (2015). A Detailed Looks At Apple's First Wearable The Apple
Watch.

[Online].

2015.

Know

Your

Mobile.

Available

from:

http://www.knowyourmobile.com/wearable-technology/apple-watch/23093/apple-watchrelease-date-specs-prices-sales-review. [Accessed: 9 October 2015].

Harrer, J. (2015). Apple SWOT June 2015 Update. [Online]. 2015. Jimharrer.com.
Available

from:

http://jimharrer.com/jim-harrer-ceo-

blog/entry/ramblings/2015/06/08/apple-swot-june-2015-update. [Accessed: 9 October

2015].
KAR, (2015). Market Entry Strategy for International Business | Business Fundas.
[Online].

2015.

Business-fundas.com.

Available

from:

http://business-

fundas.com/2011/market-entry-strategy-for-international-business/. [Accessed: 9 October

2015].
Kharpal, A. (2015). What we know about Apple Watch salesso far. [Online]. 2015.
CNBC. Available from: http://www.cnbc.com/2015/07/23/apple-watch-about-sales-andrevenue-earnings.html. [Accessed: 9 October 2015].

27

Lee, S. (2015). Apple Watch Prices At A Glance (All 38 Models Compared). [Online].
2015.

Hongkiat.com. Available

from:

http://www.hongkiat.com/blog/apple-watch-

models-prices/. [Accessed: 9 October 2015].

Low, C. (2015). Apple Watch FAQ: Everything You Need to Know. [Online]. 2015. Tom's
Guide. Available from: http://www.tomsguide.com/us/apple-watch-faq,news-19966.html.
[Accessed: 9 October 2015].
Marshall, G. (2015). Can the Apple Watch work without an iPhone?. [Online]. 2015.
TechRadar. Available from: http://www.techradar.com/news/wearables/can-the-applewatch-work-without-an-iphone--1288140. [Accessed: 9 October 2015].
Martin, (2015). 17 best smartwatches 2015 UK. [Online]. 2015. PC Advisor. Available
from: http://www.pcadvisor.co.uk/test-centre/wearable-tech/best-smartwatches-2015-uk3497103/. [Accessed: 9 October 2015].
Newlands, D. & Hooper, M. (2009). The global business handbook. Farnham, Surrey,
England: Gower.
Palumbo, F. (2015). Second To Market... A Better Idea?. [Online]. 2015.
Commie.droryikra.com.

Available

from:

http://commie.droryikra.com/v66i8/features/market.shtml. [Accessed: 9 October 2015].

Rossignol, J. (2015). Apple Watch Captured Estimated 75% Smartwatch Market Share in
Launch

Quarter.

[Online].

2015.

Macrumors.com.

Available

from:

http://www.macrumors.com/2015/07/22/apple-watch-75-market-share-launch-qtr/.
[Accessed: 9 October 2015].
Rowland, C. (2015). Apples Vision Statement & Mission Statement - Panmore
Institute. [Online]. 2015. Panmore Institute. Available from: http://panmore.com/applemission-statement-vision-statement. [Accessed: 9 October 2015].
Steven Heller (2012). Heres What Googles SWOT analysis Revealed. [Online] available
at:

http://beta.fool.com/topdowntrends/2012/10/31/heres-what-googles-swot-analysis-

revealed/15508/. Last accessed [1st Oct 2015].

28

Stroud, F. (2015). What Is Apple iWatch? A Smartwatch Definition from Webopedia.

[Online].

2015.

Webopedia.com.

Available

from:

http://www.webopedia.com/TERM/A/apple_iwatch.html. [Accessed: 9 October 2015].

Thompson, C. (2015). How the Apple Watch could still be a flop. [Online]. 2015. CNBC.
Available

from:

http://www.cnbc.com/2015/04/09/apple-watch-might-still-flop-heres-

why.html. [Accessed: 9 October 2015].

UKESSAY, (2015). Internal and external market environment of Apple. [Online]. 2015.
UKEssays. Available from: http://www.ukessays.com/essays/marketing/internal-andexternal-market-environment-of-apple-marketing-essay.php. [Accessed: 9 October 2015].
Wanasinghe, D. (2014). Faculty of Computer | Webguidelk. [Online]. 2014.
Webguidelk.wordpress.com.

Available

from:

https://webguidelk.wordpress.com/category/faculty-of-computer/. [Accessed: 9 October

2015].
Wang, C. (2014). Apple iWatch Marketing Plan. [Online]. 2014. prezi.com. Available
from:

https://prezi.com/socvdh42tm32/apple-iwatch-marketing-plan/.

[Accessed:

October 2015].
Warren, C. (2015). Will the Apple Watch you buy today still work in 5 years?. [Online].
2015.

Mashable.

Available

from:

http://mashable.com/2015/04/16/apple-watch-

lifespan/#Em82RjKn9OqJ. [Accessed: 9 October 2015].

29