Developers have been diligently working on Apple Watch apps for quite some time, earnestly around November of last year when Apple offered its first WatchKit tools coupled with iOS 8.2 beta to enable it. They’ve been able to submit their app iterations for approval in the App Store as of March 31, 2015, with the Apple Watch debut a few weeks ago. Unlike previous products from Apple, 38 different versions of the gadget are available from the outset, ranging costs from $349 to $17,000. The smartwatch is also only being sold online for the ensuing time, with pre-orders available as of April 10.
During Apple’s recent earnings call, though, Apple’s Chief Executive Officer, Tim Cook, announced that over 3,500 apps are immediately available at launch of the Apple Watch. For context, that’s north of 1,000 that the iPad offered to the consumers when this tablet came on the scene in April 2010; and that’s seven times what originally took place for the iPhone’s App Store entrance into the marketplace in the summer of 2008.
Software, naturally, presents an integral selling point to the masses for the Apple Watch. The developer community have embraced the potential of wearables, flocking to the chance to create for the iOS platform in swarms after already seeing other manufacturers produce for this category. For its part, Apple strategically had to internally and externally push towards a significant population of app inventory with an assortment of software. Considering the fact that the Apple Watch wasn’t in similar position as the iPad’s asset to run unchanged iPhone apps in compatibility configuration, it’s imperative that they had a robust collection in the Apple Watch’s library from the outset in order to fulfill initial impressions by consumers.
The Apple Watch’s importance in the hardware space for wearables is virtually equivalent to any of the major iOS changes in software for smartphones.
The demand, however, is definitely premature to tell this early, Cook acknowledging as much in its earning call. Some analysts project that 19 million Apple Watch units will be sold by the end of this year. Yet, by and large, the first version of any product–especially entering a new category for a given company–tend to not be that good as advertised.
Nevertheless, sports rights holders, teams and leagues, are willing enough to develop their respective apps right on schedule for an untested platform and market.
For NFL teams, in particular, that decided to be among the early adopters of the Apple Watch, it conveniently coincided just prior to the NFL Draft, an initial avenue to trial the app during the offseason.
Beyond actively searching for new, innovative ways to connect with fans, NFL teams primarily want to offer their information and content through a sundry of channels, with the Apple Watch presenting the latest vehicle in which to do so. Both the New England Patriots and the Philadelphia Eagles agree that Apple’s product pedigree makes it a palatable decision to devise apps for this platform, especially in terms of adoption.
The positives outweighs the negatives for delving into the nascent stages of wearables, regardless of this being Apple’s first venture in this category.
Jana Gauthier, New England Patriots’ Director of Digital Media, informs SportTechie that experimentation and innovation spurs from exploring with wearables; ideas that expand the fan experience and a stronger connection back to the Patriots’ brand. The conveniency and expedited usage of wearables lends itself to simplified messaging. Relevant intel surfaces to a fan’s wrist instantly insofar as emboldening their decision-making process–time spent central to this dynamic. While some features may fall flat, the flexibility of the technology should create better iterations later.
Wearables are not going anywhere.
The selection of which connected devices to join is quite open-minded for both of these teams. The ever-evolving climate necessitates them to stay ahead of the curve, keeping up-to-date with the latest trends.
“We are extremely fortunate to have such a passionate fan base, but we also understand that many of our fans like to receive information differently. So, it is important for us to make sure we examine any platform that would allow us to reach those fans,” Maggie Arganbright, Philadelphia Eagles’ Director of Emerging Media, tells SportTechie.
Gauthier simply stated: “If we find out people want to consume their content carved into bark, we’ll start growing trees.”
On the league level, the reasoning for the undertaking is similar to that of the franchises.
The NBA in conjunction with Turner Sports, Robert Occhianili, Vice President of NBA Digital Products, expressed to SportTechie the importance in determining the right experience for fans based on the screen size is key, with regards to how users interact with the app via the Apple Watch’s dimensions. The NBA has always tried to prioritize a balance between where fans want to consume the game and the market conditions, leaning heavily towards a platform agnostic position.
In the development stage of the apps, both the Patriots and Eagles worked with a third-party for the design utilizing Apple’s WatchKit software, Adept Mobile and YinzCam, respectively. This software includes the set of tools for developers and brands to have templates and guidelines in which to create their respective, personal app experience. Therefore, it comes down to comprehending the features available and identifying how they fit in with the brand. It’s virtually a matter of the developers and the teams placing themselves in the fan’s perspective, with what information is most relevant to them and simplicity at all times.
Arganbright admits, though, that a major challenge faced was not having access to an Apple Watch, with respects to testing the app out through that form factor. Now and moving forward, the ability to wear it, see it in action, and experience its unique features, firsthand, will definitely influence the Patriots’ future roadmap for product development.
The UX in the fan’s journey with the Apple Watch is unlike anything they’re accustomed to from the other devices that houses their team’s app.
Of course, the Apple Watch works in concomitance with the iPhone and iPad apps, which are free to all users. Besides users having the option to receive breaking news alerts, they will also be able to read the beginning of an article on the watch and then quickly transition to their iPhone and iPad to read the rest of it, if they have those devices near them. This interaction is made possible via the Handoff feature that these sports apps are enabled to, where the content seamlessly adjust from one device to another. This kind of experience compels users to have a just enough content on their Apple Watch due to the conveniency, not having to pick up their iPhone or iPad in the first place.
The immediate UX purpose, thus, functioning to be quick and straight to the point. Whether it’s breaking news, transactions, etc., the fan decides what to do next: respond to the prompt, share, or save it for later.
The Patriots, Eagles, and the NBA all agree, though, that the Apple Watch’s app should just be complementary to its respective platform accessible on other devices, not as a primary destination point for consumption.
It’s a tease–not intended to replace the comprehensive app utility. It’s a subset of the original footprint, optimized specifically for the Apple Watch, itself.
To project exactly how current iOS users trends translate to Apple Watch adoption and usage, however, proves to be difficult to ascertain at this juncture.
“It’s hard to predict,” says Gauthier.
“There’s very strong potential in the watch, but the adoption may be slow. The market needs some time to get a feel for what it means. Users don’t really know yet how this can and will add value to their daily life. There are features of the Apple Watch that aren’t available to developers at this time. As they are, new opportunities will surface. That being said, we’re incredibly proud to be an early adopter and going along for the ride,” Gauthier explained.
Monitoring downloads, engagement, opt-ins for alerts and notifications are some of the metrics that sports teams and leagues will account for in their evaluation of its Apple Watch app going forward. The offering is more so to ensure the enjoyment of their respective fan bases, catering to every one in its spectrum. The Apple Watch serving as the latest medium to enrich the digital experience.
“We have had a number of discussions with YinzCam about integrating the watch into the gameday experience for fans who are tailgating, in-stadium, or even watching from home. Our goal is to create a great in-stadium experience; and the watch should complement that, and not be a distraction,” states Arganbright, with the Eagles planning to solicit input from their season-ticket advisory board before any in-venue activations are launched.
Occhialini added: “Now that fans have the devices in their hands, they will be the ones to help dictate where we go next.”
Still, are Apple Watch users sports fans?
Or, are sports fans Apple Watch users?
The demarcation of where sports fans place themselves as consumers of the Apple Watch notwithstanding, sports teams and leagues’ inclination is to be ahead of the curve for this device in order to be prepared during its growth cycle–in spite of its price point, use cases for it, and early adopter phase.