This week Apple made several announcements, mainly about upgrades to the Apple Watch and a redesign of its flagship smartphone, the iPhone 7.
Maybe it was because they started out with the integration of Pokémon Go, so it was the first breaking news from the Sept 7th Apple event, but we think the partnership might not have the kind of impact they expect. That is, Apple might see incremental sales of the new Watch thanks to its integration with Pokemon Go, but perhaps not to the extent it wants. Pokémon Go was a cultural phenomenon, sure, but in the long-term, it’s not going to be a major driver of Watch users.
As we told Adweek, “it could possibly benefit Apple if it is hungry for Pokémon Go’s audience, which does go beyond the stereotype of teenagers and millennials and reaches into broad demographics.”
But Pokémon Go may have already peaked and be on its way out. Apps rise and fall so quickly in the app store, and, like TV shows, it is nearly impossible to predict which ones have staying power. Outside of Apple and its App Store algorithm, the only way to tell is if you have access to app data from an embedded SDK. That’s how you get visibility into app movement, so you can see which apps are vaulting quickly into the Top 100 and which ones are dropping out – and that information is important for advertisers.
Apple + Nike = A Workout Junkie’s Dream
What’s more interesting in boosting sales for the new Apple Watch is partnerships with global brands like Nike, which have been around for decades and will no doubt bring value to Apple in both short-term adoption of the Watch and the long-term shift to mobile devices being used for personal health and fitness, which is a highly personal and useful function for many consumers.
The Sports category, for instance, is one of the top publisher categories on the Opera Mediaworks platform in terms of volume of impressions, which means users are consuming plenty of Sports content and features from apps. And, in Q2 of this year, Sports, Health & Fitness and Productivity app categories had significantly higher than average conversion rates, which demonstrates they have high value for advertisers, too.
“Apple Watch has so much potential, and up until now, we hadn’t seen any particular features – either in the hardware or in the operating system – that made it a must-have for consumers. Now, instead of trying to appeal to all mobile users, Apple has begun to focus more on fitness enthusiasts. That’s a target demographic that will be attractive to plenty of Fortune 1000 advertisers, even beyond the typical categories like food/beverage and apparel.” – Ryan Griffin, SVP Strategy
iPhone 7 Plus Camera → Enabling a new generation of “pro-am” photographers
The introduction of the iPhone new’s camera took up a lot of stage time, and rightly so. The 6-element lens with f/1.8 aperture and Quad-LED True Tone flash is impressive, and what’s more impressive is the “brain” behind the camera, which reads the scene, sets the exposure, among other tasks, essentially processing 100 billion operations in 25 milliseconds – like a supercomputer for photos.
And, the dual lens camera on the 7 Plus allows for wide angle, telephoto and the “bokeh” (or portrait) effect which provides a 3D feel. Given this level of detail and power, the many amateur photographers can now achieve the kinds of effects previously only attainable from high-level and expensive equipment.
What Apple spent less attention on was the front-facing “selfie” camera. It’s now 7-megapixels, which puts it on par with other selfie-winners like the latest Sony Xperia and Samsung Galaxy models.
“As more mobile phone users get access to high-resolution camera features, we’re going to see a flood of high quality images that are all user-generated. Advertisers should take advantage of this by incorporating more of these into their campaigns. When a consumer uses their own photograph within an ad experience, it makes it not only more personalized, but they are more likely to share it with their social networks, which amplifies the overall effect of the ad.” – Doug Manson, Senior Creative Director
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