Since yesterday, I’ve been seeing the same story pop up in my newsfeed over and over again. ‘How FitBit Can Avoid Becoming Another BlackBerry After Its IPO’. It appears to have originated over at Bloomberg.
Of course, it’s a headline of two of my favorite gadgets, BlackBerry and Fitbit, so I’ve read it. I’ve read it several times. And it is shockingly ignorant.
Let’s break this down for the uninitiated.
•Bloomberg is consistently anti-BlackBerry and pro-Apple, even going so far as to allow BGR’s Jonny Gellar to come and speak his drivel as an expert on occasion.
•Fitbit’s upcoming IPO makes it news.
•BlackBerry’s earnings call is next week.
•Fitbit is competition to the Apple Watch
•BlackBerry is competition to the iPhone
Add all this together, and it suddenly explains why Bloomberg would strike out with a story such as this. In one headline, they are able to imply that BlackBerry is a done company, and Fitbit is sure to follow.
But it gets better. They go on to say that in order for Fitbit to survive, they need to innovate, also saying that BlackBerry hasn’t and that Apple has. Bloomberg suggests that Fitbit follow Apple’s strategy.
Now, let’s make a few things clear. Apple’s brand of innovation is taking other’s old tech, slapping a label on it, and calling it their own. It’s always been this way, and no one should ever allow anyone to tell them that Apple innovates. It does not. It markets. Better than anyone else. And while we almost saw the end of the BlackBerry brand we love under previous leadership, our man John Chen has steered this company in to THE most innovative company in mobile tech today.
As Bloomberg tells Fitbit how not to be BlackBerry, by following Apple’s footsteps, allow me to tell Fitbit how to be like Apple.
1. Market. Don’t worry about technology. Just market.
2. When something goes wrong, like when a previous Fitbit device was giving users rashes and Fitbit chose to refund all users, don’t worry about fixing it. Just tell users they’re doing it wrong and continue to collect their money.
3. It’s not about what the consumer wants, it’s about what you tell them they’re getting.
4. Security, who cares? Just take their cash.
5. Functionality, who cares? Just take their cash.
Bloomberg acknowledges that Fitbit holds 85% marketshare of the US wearables market, yet speaks as if they need to catch up to the Apple Watch, which is beginning to look more and more like the failure we predicted it would be.
It’s quite obvious what Bloomberg’s true intentions were with this post, and it appears that with the amount of reposting it is getting, they are getting what they wanted.