The most compelling aspect of working in the public relations industry is that we sometimes make decisions based on intuition. We’re not always right, of course, but it is part of the job.
Like meteorologists, we look at developing trends and prevailing conditions, combine that information with our knowledge of past behaviors and established algorithms, and make an educated guess as to how the weather—in our case the public—is going to act. PR is part art, part science.
So when a legendary and coveted brand like Apple makes any sort of decision, most of us assume it’s the right one. You can’t argue with success, and Apple has had more success than just about any brand on the planet. It is difficult not to become excited when Apple makes a major announcement, as it recently did in revealing that its long-awaited iWatch will debut in 2013.
Finally, science fiction made real! Yes, your iPhone will now be available in wristwatch form–and it will reportedly include such exciting features such as a flexible screen, a functionality that monitors your personal health and a kinetic energy power source. And, of course, users will be able to call contacts, search maps, and operate iOS from the watch’s face. This last detail causes us to raise an eyebrow.
Is it really possible to effectively execute all of these functions via a wristwatch? All digital devices come with a Goldilocks factor by which the public must decide what size iPad or smartphone is “just right” for them. But not even Captain Kirk had gadgets the size of a regular wristwatch that he had to browse with his fingers. Just how difficult is this going to be to navigate? It’s hard enough to type coherent text messages on an iPhone keyboard!
In the wake of some disappointing earnings, Apple CEO Tim Cook recently downplayed investor concerns by saying that the company has “some great stuff” coming in the near future–and we can only assume he had the iWatch in mind.
But will the public buy it? Does Apple know something Star Trek doesn’t? Hopefully, there is a way they can both be right. Intuition be damned.
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