Apple Will Get You To Open Your Wallet

Despite the new Apple Watch Series 4’s central features—a built in EKG and “fall detection”—being designed for aging Baby Boomers who may not be able to use it without their grandchildren’s help, the marketing skews young, urban, global, and very creative and good. The bifurcated approach to design and selling is interesting. Go ahead and criticize the high prices for the incremental improvements in hardware, but give Apple’s advertising team credit for continued brilliance.