I needed to charge my phone when I was out last weekend and went down to an Apple store in the mall and asked if I could borrow a charger. As my phone was getting charged, I thought I’d ask to try out a watch. I was politely told that I have to wait 15 minutes to try out the watch. Would I be willing to wait?
Since it would take that long for my phone to get charged, I said sure.
And, so, I waited. Every 5 minutes, I’d have one of the store folks walk up to me and say – “Thank you so much for your patience. You are #__ in queue.”
And, 15 minutes later, I was told I could finally try it. It turned out to be quite the anti-climax as the queue was for a blank watch with a screen wiped out. The wait was only to test how the watch feels on my hand. I soon realized I could have played with the watch’s user interface without waiting 15 minutes. But, as I walked out, I reflected on how ridiculous this would be in any place but an Apple store. If the screen is blanked out anyway, why not just have a few more straps lying around? While the official reason is that this is to guard against theft, I think they have other more strategic reasons.
Apple would like two things to happen with customers interested in the Apple Watch –
1. They want the trial to feel special – sort of like test driving a Lamborghini. Anticipation brings excitement -> Marketing 101.
2. The first generation of the watch is far from perfect. While I enjoyed playing with it and can see utility, it is similar to the first generation of iPhone. Potentially revolutionary, but not fun to use as yet. So, Apple would want the sort of person who wouldn’t mind waiting hours in the queue or, in this case, wouldn’t mind waiting 15 minutes to just find out how it feels. This sort of person would fall in love with the watch right away and wouldn’t mind the fact that it is buggy. This sort of person would also report the bugs and make sure the next version is much better.
Apple doesn’t want a customer like me. So, it does things that alienate me. Instead, it focuses on the real fans. Smart strategy.
The only caveat – there are very few companies that can pull this off. Don’t try this at home..