{"id":6891,"date":"2015-03-10T16:25:16","date_gmt":"2015-03-10T16:25:16","guid":{"rendered":""},"modified":"2015-03-10T16:25:16","modified_gmt":"2015-03-10T16:25:16","slug":"apple_s_puzzling_watch_marketing","status":"publish","type":"post","link":"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/","title":{"rendered":"Apple\u2019s Puzzling Watch Marketing"},"content":{"rendered":"

\"Listen<\/a><\/p>\n

RUSH: The Apple Watch. Folks, now, I know when I start talking Apple many of you stick-to-the-issues people start getting angry at me out there. But the things happening with this watch, they\u2019re gonna fit right in with exactly what this program is about each and every day. We\u2019re gonna have a teachable moment in marketing. We\u2019re gonna have a teachable moment in class envy and resentment, all with this Apple Watch that was announced yesterday. And Apple is doing something I can\u2019t believe. I can\u2019t believe the marketing, one of the marketing spokes that they are trying on this watch. It boggles my mind, actually. And I don\u2019t mean this in a positive way. I\u2019m scratching my head trying to figure out what they are thinking. But that is for later.<\/p>\n

BREAK TRANSCRIPT<\/p>\n

RUSH: Now, the Apple Watch, folks, this is literally fascinating. I\u2019m not talking about the watch. I don\u2019t know anything about the watch. I don\u2019t know anything more than anybody else does. But I am stunned at the way they\u2019re marketing this.<\/p>\n

Now, they\u2019re marketing it in many ways, but a particular way that has taken one of the leads in this absolutely baffles me. And you know what it is? You can keep your iPhone in your pocket. Or, you will not have to use your iPhone nearly as much. Or, you won\u2019t have to constantly be pulling your iPhone out of your bag or your pocket every time you get an alert or a notification or a message or an e-mail.<\/p>\n

This dumbfounds me. I love my iPhone. I do not mind looking at it. I love looking at it. I love the iPhone so much I have three of them so that I have one in every color. And I bought two 4.7 inches and a five and a half inch because four inches was too small, and now they\u2019re telling me, “Hey, get this one and a half inch watch because you\u2019ll never have to use your iPhone as much.” I want to use my iPhone. The iPhone is being presented as an annoyance? Whoever thought of this?<\/p>\n

Their number one selling product, the product that accounts for over half of their revenue is being positioned as an annoyance, as a hassle, and the watch is the answer? Yeah, if you get a notification, look on your watch, don\u2019t have to pull the phone out. If you get a phone call, just look on the watch, decide whether you want to answer it, don\u2019t have to pull the phone out. You get an e-mail, want to read it, fine, just check the watch, don\u2019t have to pull out the phone.<\/p>\n

Now, in e-mail you have to get the phone out. You can\u2019t reply to an e-mail on the watch. You can send a message or a text — well, not a text \u2019cause, well, not without the phone. It\u2019s not cellular. So you can send an iMessage with it and receive, but you can\u2019t do an actual SMS text without the phone. Anyway, I\u2019m blown away by that. My phone\u2019s not an annoyance to me. What is an annoyance is when I go places and they tell me I can\u2019t bring the phone in.<\/line><\/p>\n

“Yeah, see, Rush, that\u2019s what we\u2019re talking about. You take your watch in, they can\u2019t stop you.” Like a lot of golf courses do not permit cell phones because they don\u2019t want people constantly slowing down play being on the phone all the time and checking it or ringing and so forth, so they don\u2019t allow them. But it\u2019s gonna be tough for them to ban the watch. I can see places where the watch would have an advantage. I\u2019m not opposed to the watch, don\u2019t misunderstand. I\u2019m not craving one. But I\u2019m not opposed to.<\/p>\n

From a marketing standpoint I do not understand consciously portraying the iPhone as an annoyance, or as a problem, or as a hassle, or as an obstacle, which is what they\u2019re doing. This is being highlighted by all the blogs. “You can keep your iPhone in your pocket.” Selling point. Sorry. I don\u2019t want to be required to see everything on a freaking little inch and a half screen. Three of them, you still can\u2019t put \u2019em together, have three different things on \u2019em. I don\u2019t know. I\u2019m sure somebody had… (interruption) No, don\u2019t go there yet. There\u2019s no diamonds on it. You have to do that yourself.<\/p>\n

Now, that takes me, that\u2019s a whole ‘nother aspect of the watch. This has been fun to watch the tech bloggers lose their cookies over the most expensive watch. Ha. Wait \u2019til you hear this. Apple\u2019s watch, no matter which one you buy, has the same innards. It is the same watch. Every Apple Watch, no matter what it costs, does the same thing every other watch does. If you spend a thousand dollars on your watch instead of $400, doesn\u2019t matter, the watch, at 400 bucks, does the same thing the $17,000 watch does. There\u2019s no difference.<\/p>\n

Get this. There are now people saying that Apple is doing more for income inequality than anybody in government, precisely because the most expensive Apple Watch with the watch and the band is 17 grand. No diamonds on it. You have to do that after the fact if you want to. And, by the way, you can\u2019t take the chip out and put a new one in. After a year, that watch, whenever the new watch comes out, the one you spent 17 grand on is obsolete. And you can\u2019t upgrade it. You\u2019ve gotta go out and buy a brand-new $17,000 watch if you want to stay current. Not kidding.<\/p>\n

They\u2019ve done some masterful technology advancement in this thing. The whole system is on one chip. They\u2019re calling it an SIP, system in a package. But you can\u2019t take it out and replace it with a new one. Understandably, they want to turn the watches over. And every year there\u2019s a new iPhone, and we figure every year, year and a half there\u2019s gonna be a new watch \u2019cause the tech is constantly advancing. You know that the first version of the watch is gonna be outclassed the second and third iterations. But the funny thing about this, the most expensive one, these bloggers are saying, “Yeah, yeah, the rich, those rich guys,” and they\u2019re written about with venom, by the way. “Those rich guys, they\u2019re gonna go out and they\u2019re gonna spend 17 grand on their watch and it\u2019s no better than yours. It\u2019s no better than yours.”<\/p>\n

And this is why, there\u2019s a guy that writes at Reason, which is a Libertarian publication, that thinks this represents Apple doing more for income inequality than any politician is because the rich guy, his watch isn\u2019t any better than yours. It\u2019s just more expensive but he\u2019s not getting any more for it. All it is is gold, while yours is aluminum, as Jony Ive says. He can\u2019t say aluminum. He says aluminum or aluminium.<\/line><\/p>\n

So you\u2019ve got aluminum, you have steel, stainless steel, polished steel, and you have gold and rose gold. You know, Apple even invented a new gold. Rose gold. Yeah, a different shade, like rose champagne, a little red in there, not just the straight gold. Just a different shade, different color. What they\u2019ve done, they\u2019ve found a way to make the gold harder so it doesn\u2019t scratch. Patent it and so forth. And they\u2019ll end up using less gold, so they won\u2019t deplete the world\u2019s gold supply. You could call Apple Goldfinger here because they were gonna deplete the world\u2019s gold supply making their watch for the 1%.<\/p>\n

Anyway, all these people are writing about how, yeah, the rich guy, he may go out and blow 17 grand on his watch, but it\u2019s no better than yours. So the rich guy isn\u2019t any better than you. And this is Apple equalizing things. Now, the people that can drop 17 grand on a watch will probably drop 17 grand next year, too.<\/p>\n

Another way the watch is being marketed — this is fascinating to me — the watch, with the various different price ranges, is being marketed as, since it\u2019s no different… I mean the cheapest watch is the same damn thing as the most expensive is, they\u2019re saying that the watch will be purchased based on how it makes you feel about yourself. So if you are a show off, if you want to show people how much money you have, if you want to show people that you\u2019re better and different than them, if you want to show people that money doesn\u2019t matter to you because you have so much of it then you\u2019ll buy the gold.<\/p>\n

And so people that read these blogs are being told that people that buy the gold watch are just a bunch of phonies and show offs and that the real people are gonna be buying the aluminum or the stainless steel. But the reaction to this is over the top for me, particularly in a marketing fashion, the idea of obsoleting the phone. And now the idea that Apple is addressing income inequality by making sure that the people who spend the most money are not getting anything that\u2019s any better than anybody else. And they\u2019re playing off this. They\u2019re playing off class envy. Well, Apple may not be, but some of the analysts think Apple is, and they\u2019re writing that Apple is, and they\u2019re applauding Apple.<\/p>\n

Some of them are very mad. Some of my little tech blogger buddies are very mad that Apple is selling something that costs $10,000, \u2019cause that\u2019s not what Jobs set up. Jobs set up a democracy company. Jobs built a company that whatever they made was for everybody, and now they\u2019re selling something that\u2019s not for everybody. But it is, because it\u2019s no different. The tech in the cheapest and the most expensive is identical. So now it\u2019s gonna come down to is somebody gonna buy a $17,000 watch just \u2019cause it\u2019s gold, just to show off. Are they gonna do it \u2019cause they really like the design of it?<\/p>\n

But they\u2019re covering all the bases. That\u2019s fine. I can understand that. I mean, if you\u2019re gonna get into the watch business and you want to take \u2019em on, you gotta sell something in that range. You gotta have something, gotta sell one in gold and it costs what it costs. But the idea that the phone is now an annoyance, I\u2019m not sure they want to go there, but it\u2019s too late. They already have.<\/p>\n

BREAK TRANSCRIPT<\/p>\n

RUSH: The watch does have a microphone. The watch has Siri. You can\u2019t type on it. You have to use dictation. You can answer phone calls on it. It\u2019s a Dick Tracy watch. You can make phone calls on it, but they urge you, if it\u2019s gonna be a long phone call, get it and hand it off to your iPhone, so as not to deplete the watch battery. But wait a minute, what happened to you don\u2019t have to take the iPhone out of your pocket?<\/line><\/p>\n

See, this is what I mean. “It\u2019s so great, you\u2019ll never have to use your iPhone again.” What? I love my iPhone. I would rather use the iPhone. I want that big, beautiful screen. Well, you won\u2019t have to use it anymore, except if you get a phone call that\u2019s gonna last awhile, you do need to hand it off to the phone \u2019cause you won\u2019t want to eat up your watch battery.<\/p>\n

It\u2019s got a speaker. You can listen to music on it. You can have room for about a hundred songs on there, maybe 200 songs. And it will have Bluetooth, so if you want to put on Bluetooth headset, you can listen to it. But you won\u2019t have to pull your iPhone out for that. It\u2019s got eight gigabytes of storage, but they\u2019re limiting how much you can use for music and how much you can use for photos. The maximum number of photos will be 100.<\/p>\n

Now, if a four-inch iPhone screen was too small and they had to build bigger. Who in the hell wants to look at a picture on a one-and-a-half-inch screen? I don\u2019t know. I mean, unless you\u2019re just showing it to somebody. I know they\u2019re trying to sell the thing, and you have to have an iPhone to make it work right, so it\u2019s a sales technique as well. I understand all that.<\/p>\n","protected":false},"excerpt":{"rendered":"

RUSH: The Apple Watch. Folks, now, I know when I start talking Apple many of you stick-to-the-issues people start getting angry at me out there. But the things happening with this watch, they\u2019re gonna fit right in with exactly what this program is about each and every day. We\u2019re gonna have a teachable moment in […]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","ngg_post_thumbnail":0},"categories":[],"tags":[],"yoast_head":"\nApple's Puzzling Watch Marketing - The Rush Limbaugh Show<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Apple's Puzzling Watch Marketing - The Rush Limbaugh Show\" \/>\n<meta name=\"twitter:description\" content=\"RUSH: The Apple Watch. Folks, now, I know when I start talking Apple many of you stick-to-the-issues people start getting angry at me out there. But the things happening with this watch, they\u2019re gonna fit right in with exactly what this program is about each and every day. We\u2019re gonna have a teachable moment in […]\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/listentoit.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"GeorgePrayias\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/live-rush-limbaugh.pantheonsite.io\/#website\",\"url\":\"https:\/\/live-rush-limbaugh.pantheonsite.io\/\",\"name\":\"The Rush Limbaugh Show\",\"description\":\"Excellence In Broadcasting\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/live-rush-limbaugh.pantheonsite.io\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/listentoit.jpg\",\"contentUrl\":\"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/listentoit.jpg\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/#webpage\",\"url\":\"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/\",\"name\":\"Apple's Puzzling Watch Marketing - The Rush Limbaugh Show\",\"isPartOf\":{\"@id\":\"https:\/\/live-rush-limbaugh.pantheonsite.io\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/#primaryimage\"},\"datePublished\":\"2015-03-10T16:25:16+00:00\",\"dateModified\":\"2015-03-10T16:25:16+00:00\",\"author\":{\"@id\":\"https:\/\/live-rush-limbaugh.pantheonsite.io\/#\/schema\/person\/9a33276eb9dc5b6d3f8218957f30e6b4\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/live-rush-limbaugh.pantheonsite.io\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Apple\\u2019s Puzzling Watch Marketing\"}]},{\"@type\":\"Person\",\"@id\":\"https:\/\/live-rush-limbaugh.pantheonsite.io\/#\/schema\/person\/9a33276eb9dc5b6d3f8218957f30e6b4\",\"name\":\"GeorgePrayias\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/live-rush-limbaugh.pantheonsite.io\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/d290ab65e2eaca3719268528f83b85bf?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/d290ab65e2eaca3719268528f83b85bf?s=96&d=mm&r=g\",\"caption\":\"GeorgePrayias\"},\"url\":\"https:\/\/www.rushlimbaugh.com\/daily\/author\/GeorgePrayias\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Apple's Puzzling Watch Marketing - The Rush Limbaugh Show","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/","twitter_card":"summary","twitter_title":"Apple's Puzzling Watch Marketing - The Rush Limbaugh Show","twitter_description":"RUSH: The Apple Watch. Folks, now, I know when I start talking Apple many of you stick-to-the-issues people start getting angry at me out there. But the things happening with this watch, they\u2019re gonna fit right in with exactly what this program is about each and every day. We\u2019re gonna have a teachable moment in […]","twitter_image":"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/listentoit.jpg","twitter_misc":{"Written by":"GeorgePrayias","Est. reading time":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"https:\/\/live-rush-limbaugh.pantheonsite.io\/#website","url":"https:\/\/live-rush-limbaugh.pantheonsite.io\/","name":"The Rush Limbaugh Show","description":"Excellence In Broadcasting","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/live-rush-limbaugh.pantheonsite.io\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"ImageObject","@id":"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/#primaryimage","inLanguage":"en-US","url":"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/listentoit.jpg","contentUrl":"https:\/\/live-rush-limbaugh.pantheonsite.io\/wp-content\/uploads\/listentoit.jpg"},{"@type":"WebPage","@id":"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/#webpage","url":"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/","name":"Apple's Puzzling Watch Marketing - The Rush Limbaugh Show","isPartOf":{"@id":"https:\/\/live-rush-limbaugh.pantheonsite.io\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/#primaryimage"},"datePublished":"2015-03-10T16:25:16+00:00","dateModified":"2015-03-10T16:25:16+00:00","author":{"@id":"https:\/\/live-rush-limbaugh.pantheonsite.io\/#\/schema\/person\/9a33276eb9dc5b6d3f8218957f30e6b4"},"breadcrumb":{"@id":"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.rushlimbaugh.com\/daily\/2015\/03\/10\/apple_s_puzzling_watch_marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/live-rush-limbaugh.pantheonsite.io\/"},{"@type":"ListItem","position":2,"name":"Apple\u2019s Puzzling Watch Marketing"}]},{"@type":"Person","@id":"https:\/\/live-rush-limbaugh.pantheonsite.io\/#\/schema\/person\/9a33276eb9dc5b6d3f8218957f30e6b4","name":"GeorgePrayias","image":{"@type":"ImageObject","@id":"https:\/\/live-rush-limbaugh.pantheonsite.io\/#personlogo","inLanguage":"en-US","url":"https:\/\/secure.gravatar.com\/avatar\/d290ab65e2eaca3719268528f83b85bf?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/d290ab65e2eaca3719268528f83b85bf?s=96&d=mm&r=g","caption":"GeorgePrayias"},"url":"https:\/\/www.rushlimbaugh.com\/daily\/author\/GeorgePrayias\/"}]}},"_links":{"self":[{"href":"https:\/\/www.rushlimbaugh.com\/api\/wp\/v2\/posts\/6891"}],"collection":[{"href":"https:\/\/www.rushlimbaugh.com\/api\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rushlimbaugh.com\/api\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rushlimbaugh.com\/api\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rushlimbaugh.com\/api\/wp\/v2\/comments?post=6891"}],"version-history":[{"count":0,"href":"https:\/\/www.rushlimbaugh.com\/api\/wp\/v2\/posts\/6891\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.rushlimbaugh.com\/api\/wp\/v2\/media?parent=6891"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rushlimbaugh.com\/api\/wp\/v2\/categories?post=6891"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rushlimbaugh.com\/api\/wp\/v2\/tags?post=6891"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}