Published on 17 Nov 2020

Apple Watch - Setting The Next Consumer Lifestyle Trend

Case Study by Khoo Hong Meng

After the fanfare waned, sales of the product slowed significantly. A report by market research firm Slice claimed that Apple’s watch sale fell from an average of 200,000 units per day to 20,000 units or fewer per day (O’Brien, 2015). In early May 2015, UBS analyst Steve Milunovich lowered his estimate for Apple Watch sales from 40 million to 31 million (Yarow, 2015). Apple Watch is clearly not performing to market expectation. There are product and marketing issues.

Read the report here.