The Apple Watch Series 2 was unveiled today alongside the rest of Apple’s product launches, and it was largely what many expected it to be. The case has been upgraded to be “swimproof,” there’s a new operating system (watchOS 3), and there’s also a new (and pricey) case option of white ceramic. There are, of course, a handful of other upgrades and announcements relating to the latest iteration of the Apple Watch, and if you’re so inclined there are lots of tech blogs more than adequately covering the launch.
The most interesting thing to the w&w team, however, came in at around 10:24am PDT, when Apple put up the following slide:
Apple, at least through the mouth of Design Chief Jony Ive, has long claimed that that the Apple Watch would disrupt the Swiss watch industry. This bit of bravado was met with rancor within most enthusiast circles, as did the euphemism of calling a wearable computer a “watch.” The aforementioned slide—titled “2015 Worldwide Watch Sales” (in terms of revenue)—places Apple right behind Rolex, and ahead of brands like Fossil, Omega, Seiko, Patek Philippe, and Casio, and only serves to highlight Apple’s claim. It’s quite telling that Apple chose not to present a similar slide focused on wearables, a category where the Apple Watch is undoubtedly king. This is the market that Apple wants to go after, and with that graphic Apple is saying that it’s on its way to the top.