Case study – Apple Watch
The story of the Apple Watch’s GTM strategy generates intrigue, anticipation, and the usual Apple flair for creating drama and excitement around a product launch. It’s a narrative that revolves around emotion, human connection, and the desire to sell a product and create an experience.
In the lead-up to the Apple Watch launch, Apple realized that its usual GTM strategy would need to be revised. The Apple Watch was a new product category for it and wasn’t just another tech gadget. It was a fashion statement, a health monitor, a communication device, and so much more. Recognizing this, Apple crafted a launch strategy appealing to diverse customer segments:
- Apple leaned heavily into storytelling. They crafted a narrative around the Apple Watch focused on how it could enhance and enrich people’s lives. They showcased how the watch could help individuals stay connected, track their fitness, and even navigate unfamiliar...
