The Apple Watch launch event is happening today, Monday 9 March 2015. Many retailers still do not know when or if they will be able to sell the product.
"We've never sold anything as a company that people could try on before" was highlighted by Apple CEO, Tim Cook, to the sales staff of the London Apple store. Apple Watch is the first new product for the company in the past five years and very different from all the previous products the company sells. The company is aware that it is stepping into a completely new industry and is being very cautious about it.
Apple decided to launch a 12-page advertising campaign in the March issue of Vogue, showing understanding that Apple Watch will have to conquer the market not only as a gadget but as a fashion statement as well.
The situation with Apple’s new product for many retailers is still very much unclear. One of the largest sellers of Apple products, Best Buy Co Inc, may not get the watch at launch time, next month and Apple has not commented on the situation. Other large retailers, including Macy's, Saks 5th Avenue, Bloomingdales and Barney's stated that they had no immediate plans to carry the watch. Target and Nordstrom, along with all the major phone carriers, refused to comment on their plans, though it has been said that Nordstrom has actually engaged in discussions with Apple, as Reuters reports.
Apple’s own overview of the watch says “Our most personal device yet. Our goal has always been to make powerful technology more accessible. More relevant. And ultimately more personal. Apple Watch represents a new chapter in the relationship people have with technology. It’s the most personal product we’ve ever made, because it’s the first one designed to be worn.”
Shares are currently at 126.54, above last week’s lows of 125.65 on Thursday. However, below Friday’s highs of 129.3. The shares are still trading very high up, but showing volatility.
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