Donald E. McNamara 
Earlier this week, I wrote about the future of Apple Watch design. I asked a simple question: Why hasn’t the design of the Apple Watch changed so much? The device has remained strangely static, especially compared to something like the iPhone.
I had a few ideas on this, but it was just an opinion. Wanting to dig a little deeper, I contacted Ben Stanton, senior analyst at Canalys. One of his areas of expertise is the smartwatch market, so I ask him the same question: why hasn’t the design of the Apple Watch changed?
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Right away, Stanton told me that there was “no business reason” for Apple to change the design of its wearable. Still.
Despite the pandemic, Apple’s smartwatch shipments grew 6% in the first half of 2020 – and it currently holds 40% of that market globally. A key point made by Stanton was that a “high proportion” of people who buy the laptop are buying it the first time.
This is because this audience segment doesn’t care that the design of the Apple Watch hasn’t changed, as they’ve never owned one before.
Another reason Stanton cites for the static nature of laptop design is brand awareness. Because of its popularity, he told me, the Apple Watch has become his own marketing tool.
Then there are the more technical reasons.
By keeping the similar design, Apple has more control over the supply chain. In addition to that, it also makes life easier for software developers. For example, if Apple were to switch to a circular display, it said developers would have to “rethink their Watch apps.”
Apparently, a static form works for everyone. But, and here’s the big question, will the design of the Apple Watch ever change?
Stanton has been clear: not unless there is a decline in sales and growth. The only changes will come when it comes to encouraging people to upgrade. And it could be a while yet.
Here is! An expert answer to the pressing question of why the design of the Apple Watch hasn’t changed. You’re welcome.
