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Dissatisfaction Learnings

Bernard Desarnauts
Nov 30, 2015 · 6 min read

First insights into unsatisfied Apple Watch owners

November 30 , 2015

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In a drawer…

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Performance (lack of) is #1 culprit

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What should Apple do?

We finally asked the respondents to write-in their suggestions as to what would be the one thing that in their opinion Apple should address.

The user interface and get rid of that “crown” wheel, or improve it… and maybe stop calling it crown as it is cheesy and pretentious.

Slimmer design with a tougher case. Longer battery life.

Improve the battery, make it more affordable, decrease the size.

Thinner and more aesthetically pleasing, longer battery, better heart rate software, not requiring phone tethering.

There is probably not ONE thing. I think, Apple and other watch providers need to sort out what is the right concept…I used my Apple Watch when traveling because it helped me to find my way etc. Also the 2nd camera screen helped to shoot good photos. Use of smartwatches will probably be limited to special occasions, but not everyday life.

Make is faster, add more sensors, add more watch faces, and better battery life.

Would like to have the time show all the time not just on raising hand gestures…

Always-on watch face, thinner styling, more health sensors. Technology probably isn’t there yet.

Speed, waterproofing, activity tracking more in line with fit band watches, battery life.

Integrate it better with my iPhone. I want it to think for me- what response to the email? Where do I go next? What’s the best way to get there? Such potential. So untapped.

Some more insights…

We followed up with about a third of the respondents to continue probing on their dissatisfaction. Since only 70 of them responded, we are keeping the analysis short and mostly reporting the raw numbers to let you draw your own conclusions.

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These surveys don’t ask the right questions or even provide the right answers. Yes, I wear my Apple watch daily, why is that not an option for question 8? Just because I am extremely dissatisfied with my Apple watch doesn’t mean I am not going to wear it daily as a watch and a watch alone.

Continuous readout of time! I like to glance at my watch and know the time without raising my wrist or tapping it! 42mm round watch; wireless charging; less cluttered with useless apps.

Outside of the US, in Sweden to be specific, we get none of the most useful functions (Siri is useless, Apple Pay is not available, Apple maps are useless, and the complications currently are a joke).

I would like to see more granular controls around notifications.

The watch face has to be present at all times. No jostling it awake. It also needs to charge very quickly so you can actually sleep with it at night to record sleeping behaviors.

Introducing Wristly Pro

Do you enjoy these weekly reports? Now with Wristly Pro, you can access the essence of Apple Watch in one place every month. Wristly Pro features unique and unpublished insights from our analysis of Wristly data across multiple dimensions (demographic/geo/behavioral and more). Subscribers also gain access to exclusive previews of upcoming research and several other benefits.

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