With Apple Watch, Don’t Be Afraid To Dream Big

On Tuesday Apple finally unveiled the Apple Watch, ending years of rumors and seemingly insurmountable hype. The reviews have been mixed, at best. There are critiques about the design, critiques about the interface, critiques about the feature set. But mostly people are just saying “why would I ever need a watch when I already have a phone? What could it possibly do better?”

The ‘Why’ is what’s important.

The challenge of new technology is to overcome the obvious and enable the unprecedented. It’s easy to fall into the trap of thinking a device has failed just because it can’t do what we already do, any better than we already do it. It’s much harder to think about what a new device, especially one with such unique features as the Apple Watch, is capable of enabling in our lives.

This is precisely the same question we’re pursuing with Google Glass.

If you put on Google Glass and simply take a picture, do a search, or even play a game, you might feel like you are wearing an overpriced Halloween costume. When it comes to reproducing existing behaviors Google Glass often feels inferior, clunky, even infuriating. For that reason, over two years after Google Glass was first announced, it’s considered by many to be a dud.

But when you begin to think about what it could mean to augment people’s vision with the information they need, without taking up any additional human faculties, you look at Glass a little differently.

Recently SS+K partnered with Mark Morris Dance Group to build an application for Google Glass specifically tailored to augment the lives of people living with Parkinson’s disease. Taking advantage of Glass’s heads-up display, bone-inductive audio, and verbal and gestural navigation, we’ve discovered new tools that will give people living with Parkinson’s greater control and freedom in their lives. In a way that only Google Glass, and nothing before it, could make possible.

This is equally true of other Glass-based projects now underway. Remedy is a medical technology company building Glass software that enables physicians to lend their eyes to specialists for remote consultations. Quest Visual is making international travel easier than ever before with their application Word Lens that magically replaces the foreign language words you’re looking at with the proper translation, right before your eyes.

So when I look at the Apple Watch I’m not thinking about text messaging, Google searches, Facebook, or phone calls. I’m thinking about how the Apple Watch could be more consistently and more prominently connected to us than any mobile technology before it. How the underside of the watch face has a heart rate sensor. And how the watch body can generate varying degrees of haptic feedback to the wearer. I’m trying to think about the things that have never been before.

Writing off Apple Watch based on how it performs against today’s tasks is a fool’s errand. Instead, we need to look at Apple Watch as a new opportunity that we have the capability to make wonders with.

What’s possible is only limited by our imagination.

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