Another week, another bad news day for the Apple Watch.
Last week one analyst said that sales of Apple’s smartwatch would be lower in 2016 compared with 2015, despite the launch of a new model. Now it’s being reported that a swanky Apple store outlet inside Paris’s Galeries Lafayette is due to close because of poor sales.
So, why is the Apple Watch still not catching on? Here are five reasons behind the wearable's woes.
1 It’s too expensive
This is an accusation that’s all too easy to level at Apple, but when it comes to the Apple Watch it's pretty cast-iron.
The entry–level edition of last year’s renamed Apple Watch Series 1 now starts at £269.
Add £100 to that if you want the beefed-up, waterproof Apple Apple Watch Series 2.
Want a metal or leather strap? Then the prices rise steeply. A stainless steel case Apple Watch 2 with a blue buckle costs £749.
The high–end Apple Watch Hermes costs up to £1,549. Perhaps unsurprisingly ultra high–end gold models have been discontinued, with Apple’s foray into the fashion world clearly a failure.
2 It’s shelf life is too short
When you spend over £1,000 on a watch, you expect it to last a lifetime. And while the Apple Watch itself is less than two years old, the technology inside it will become old hat very quickly.
Consumers don’t treat such items like smartphones, which can be picked up on a contract and upgraded for a newer model every two years.
It’s no wonder that analyst Ming Chi Kuo predicts Apple could sell as few as eight million watches this year, down from ten million in 2016.
3 It lacks killer features
Sure, the new Apple Watch Series 2 can withstand being taken for a swim. But for us that addition does not warrant paying an extra £100.
The lack of a cellular chip means that the Apple Watch isn't much good without an iPhone and can do nothing that the device in your pocket can't handle.
If you can bear to take your mobile out to check the time, then why buy an Apple Watch?
4 It’s still iPhone-dependant
As mentioned previously, iPhone dependance is the Apple Watch’s achilles heel.
Yes, watchOS has got better at allowing apps to run on the watch itself, but there’s still the need to have one close by to handle texts and notifications.
Sure, taking a call on the watch would be embarrassing, but this is the sort of tech that can excite and entice new customers.
Plus, it would mean picking one up on contract, with the ability to upgrade in the future, was more likely.
5 There are better, cheaper wearables out there
The wearables market has boomed in ways that many smartwatch-makers didn’t expect. VR has gone stratospheric, for instance.
Meanwhile, cheaper sports watches do one thing well, rather than lots of things badly.
This is primarily where the Apple Watch falls down. If you want a fitness tracker, there’s no need to pay £369 for an Apple Watch Nike+.