Apple Watch绝对不是个没用的东西

Design plays a big role here through interchangeable watch bands. We've seen recently examples even in Apple's own marketing of customers celebrating uniqueness even though the products are remarkably uniform. Think of the commercial that flashes through the lids of dozens of MacBooks, each been dressed up with its own clever stickers, literally wrapped around the company's brand mark. Variety can of course also come from the suite of apps available to put on your watch.
设计，是手表品牌可以不断变化的皇牌。我们可以从最近的手表发布会，包括苹果手表的发布会庆祝其个性化的场合中发现，不同品牌的手表都有其独特的设计标志。想想从中的商业链是怎样连接起来的，从Macbooks的滑盖，每一件产品都有其独特的智能贴纸，也就是把公司商标直接地展示在产品上。当然，多种手机应用也能适应不同品牌的客户端。

But couldn't other smart watch entrants do the same thing? Forrester survey data shows that interest in wearing a wrist-based computing or sensoring device had grown from an already-high 28% in 2013 to an impressive 42% in 2014, all before the Apple Watch was a thing. But ask an average person if they know about the Pebble, the Samsung Gear products, or the new Moto 360 and you'll get blank stares in return. They may know the Nike Fuel Band or Fit Bit.
那么，其他新兴的智能手表制造商不就可以照样宣传了吗？福雷斯特研究公司的数据显示，人们对于携带智能腕表的兴趣从2013年的28%上升到2014年的42%，这全都归功于苹果手表的出现。不过，通过采访路人，问及他们是否认识一款名为Pebble的三星智能手表，或者最新的摩托罗拉360手表，得到的答复都是不知道。也许他们只知道耐克的运动腕带或者是Fit Bit智能腕带。

I'd argue that none of those devices delivers on our four needs as fully or as conveniently as Apple. For example, even though Pebble is aiming for all four needs, it has used less-convenient technology to deliver on those needs — admirable as the early entrant but insufficient at this stage in the market. Samsung, on the other hand, has created a device that promises to meet these four needs fully, but as a company it doesn't have the market power to draw other app makers into the environment as quickly as Apple can, giving Apple an app variety advantage from its first day on sale — as the mobile payment system announcement demonstrates. And in the mind of the potential buyer, Samsung and the others suffer vis-a-vis Apple because none can offer the reassurance — itself a form of comfort — that the company behind it has delivered on this before.[/en
笔者敢断言，任何一个类似的电子产品销售商都无法像苹果公司那样满足消费者的四大需求。比如，即使Pebble旨在满足人们的四大需求，它所采用的技术相对复杂——初次发行时还能吸引消费者，但是无法长久符合市场需求。至于三星，创造了一个标榜能够满足四大需求的设备，但是三星公司却无法像苹果公司一样创立属于自己品牌独有的应用市场，这就给苹果公司足够的空间出售本公司的应用产品，作为一个手机支付系统而运营。同时，在潜在的消费者心目中，三星和其他品牌与苹果品牌正面交锋，只会惨败，因为它们都无法保证其产品的舒适性，这也是公司之前所提倡的理念。

That's another secret to Apple's dominance. Once it established itself as a company that could meet these needs, people tend to trust the brand more — maybe more than it deserves, but certainly more than other entrants — giving it an advantage that other brands need to fight just to get people to listen; that's why so many competing companies literally use Apple in their marketing, comparing their own products and features to the one's that seem to hog all the attention: Apple's. Apple seems to own the conversation. Other, highly-regarded smartwatches already exist, but now people are talking about Apple's proposed definition of a smartwatch.

另外，苹果能够独领风骚的原因还有一个。当公司建立了自己的品牌形象后，人们就会相信这个品牌——也许品牌效应在实际上并不那么重要，但是这就是与其他新兴同行相比的优势。品牌优势能够使消费者愿意关注它的动态，这就是为什么那么多竞争公司把苹果公司当做市场模范，不断比较和检测自己公司的产品能否吸引到"果粉"。似乎苹果公司在此期间有其发言权。另一方面，倍受关注的智能手表早已面世，不过人们如今正在谈论的就只有苹果的智能手表了。

This was precisely the strategy that Apple used to sell the iPad, showing dialogue-free commercials that merely depicted the magical things the iPad could do for you. This made some people buy an iPad, and others know what they would want when they finally got a tablet from another manufacturer. Either way, Apple dominated by controlling the expectations the user had about what needs the iPad would fulfill.
这正是苹果公司用于销售iPad的销售策略，无对话商业模式，让iPad给你提供意想不到的帮助。这样使得很多人都想拥有iPad，其他人就会想他们从其他制造商中获得什么。不管怎样，苹果公司之所以引领风尚，就是因为它能够满足用户所需。

The watch experience will be harder to illustrate than the iPad's, to be sure, but I suspect Apple's not done creating this experience. The smartwatch is the spearhead to a broader wearable experience, populated with a phone, a watch, an earpiece, health monitors, and more things that, deep down, you know you need.
手表的销售历程将会比iPad的销售历程更难以概括，说真的，笔者对苹果公司是否完成这一历程存在疑问。而智能手表则是衡量其耐用性的标准，它能充当手机，手表，耳机，健康监测，还有更多功能，你所需要的功能。