Apple Watch Shock

M.G. Siegler
3 min readMar 30, 2021

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Mark Gurman for Bloomberg:

Apple Inc. is considering launching an Apple Watch with a rugged casing aimed at athletes, hikers and others who use the device in more extreme environments, according to people familiar with the matter.

The Cupertino, California-based technology giant has internally discussed introducing such a Watch variation later in 2021 or 2022 at the earliest, said the people, who asked not to be identified discussing private matters.

This is at least the second time Apple has mulled a rugged smartwatch. After launching the first version of the Apple Watch in 2015, the company weighed a new model to better appeal to extreme sports athletes. The current version is still popular with runners, hikers, and swimmers, and Apple has added several sports and activity-tracking features via its annual update cycle. However, Casio Computer Co. and other watchmakers have seen strong sales from sturdier product designs with extra protection.

It took me a minute to remember that Apple no longer sells a “Sport” version of Apple Watch. Instead, looking at their site, we have:

  • Apple Watch Series 6
  • Apple Watch SE
  • Apple Watch Series 3
  • Apple Watch Nike
  • Apple Watch Hermès

Now, presumably the Nike version is what they consider to be the ‘Sport’ version these days. But the Watch itself, the hardware, is actually just a Series 6 or SE. The only difference are a few band and watch face options. What Gurman is seemingly describing would be an entirely new piece of Apple Watch hardware.

And one reason I think that matters for the same reason it matters for the iPhone. Like the iPhone, the Apple Watch is at the point where it’s “good enough” for most people to not need to upgrade every year. The thing that will always push some subset over the edge is the way it looks. I’d bet a G-Shock-like chunky Apple Watch would move a needle or two. Especially looking at my wife’s wrist and seeing her massive Garmin watch (which she loves for running).¹ I had a G-Shock back in the day, I loved that thing. People still love those things.

Part of me wonders if Apple couldn’t do this simply by releasing a new, elaborate Apple Watch strap — one which envelopes the Watch in rubber. But if they really want to make the thing rugged, they’re likely going to have to go down the hardware hole. They could even brand it ‘Sport’ again

Photo by Alphacolor on Unsplash

¹ And believe me, I’ve tried to get her into the Apple Watch. I’ve bought her two iterations and neither stuck on her wrist for more than a few weeks. This Garmin thing she wears all the time.

² Though you do have to wonder if Nike wouldn’t want them to do this because of how synonymous their brand is with “sport”. So maybe Apple would choose something like “Shock” — but maybe Casio would have something to say about that!

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Written by M.G. Siegler

Writer turned investor turned investor who writes. Now writing at: https://spyglass.org

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