Lookout Apple, Big Brother is watch-ing!


Last week at the ‘Laughable Launch’ Apple announced they would market more schlock products to their iCult, specifically the Apple Watch. Starting at a price of $349 cultsumers can buy the watch – so instead of glancing at a 5.5″ diagonal display they can look at a tiny screen under their sleeve.

Take my money please!

Sorry I digress, this article is not about about the watch, it’s features, or the iCult.  It’s about Marketing pure and simple. Tell me deep down who isn’t envious of their Marketing Machine? Who else could get people to camp out to buy a piece of overpriced junk based on technology from 2011 & 2012?  They reap loads of money from iTunes and dump that money into tablet and phone development and marketing.  Now they have the Apple Watch. The watch can do the basics regarding emails, messaging, calendar reminders, etc but it’s also intended to help people get back into iShape via the HealthKit suit of apps.

Therein lies the rub. By crossing over the line into healthcare their apps are now subject to review by the U.S. Food and Drug Administration (FDA) but it doesn’t stop there.  For sake of argument let’s assume their apps serve a function and perform well. If you’ve watched any of their Marketing you’ll notice how they tend to overstate the benefits of their product, heck every company does that to some extent!  While you may not take issue with that the FDA will.

So where does this leave us?  Just last week there was a blog post about the watch where Jay Blahnik, Apple’s director of fitness and health technologies made the following statement, “… an all day fitness tracker and a highly advanced sports watch in one device you can wear all the time,…”. Now this may sound innocent enough to the general public but his terms “all day” and “all the time” fall under false advertising as the watch needs to be charged for a few hours every day.  It may seem trivial or picayune to you or I, but the FDA takes a VERY grim view of this type of marketing.  If they do not change their ways they may be receiving a love letter from the FDA-

(courtesy of myfordassociates.com)
(courtesy of myfordassociates.com)


Having dealt with the FDA for over 20 years I can assure you no amount of glitzy marketing, media bias, or arrogance will help them in this arena.


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