Wearables

When it comes to wearables on the face, the job is going to be optics. When the Watch came out, they said: by the way, it’s a timepiece. It took a lot of cues from timepieces, a very old category. So if you study eyewear, you have to study deeply what people are using it for. It isn’t natural at all to use eyewear to take pictures. What’s natural is to see better. The whole objective of eyewear is to give you clarity, not to collect information and process it in the cloud. So you pivot away from what the early versions of the products are. You listen to what the early entrants did and you get confused, because they all had the wrong jobs, or the wrong approach, or the wrong processes, or their own priorities. And you assume that what they did is what Apple’s going to do. They’re going to come at it a whole different way. Of course it can see — but to the extent that it can see, it helps you see. I really think they’re going to position it as a great optical device, as they did with the Watch, saying it’s a great chronograph.

This is one of the reasons Spatial Computing is so strategic. By the time this opportunity arrives, vision computing technologies will allow the injection of software into eyeglasses that would solve incremental problems for many users on a continuous basis. We call this jobs-to-be-done and as display, input, and capture/sensing data will flood into the eyewear product, consumers will find new jobs to hire the products to do.

In addition there are many non-consumers. There is non-consumption for people who do not have an eye refractive condition (myopia, hyperopia, presbyopia), i.e. children and there are the underserved who may be unwilling to obtain glasses.

The conversion of 2.2 billion un-served is also worth considering. When Apple watch arrived, many people had stopped wearing watches since timekeeping was always on their phones. The watch became an accessory to the phone and adoption increased. The same might happen with Apple eyewear. “Eyespace” is perhaps the most interesting and important wearable space after all.

Apple is waiting for the timing. It enters when the technology is finally good enough to build something people actually want to use, not a day before.

I was one of the un-served in the watch market. My phone told me the time, so I never wore a watch. Then I bought an Apple Watch — not to check the time, though it does that too, but for the new jobs it unlocked as an accessory to my phone. Health and fitness and notification triage were the two jobs it nailed that won me over.

I don’t need glasses today, so I’m un-served in this market too. But put the right jobs in a pair of eyewear and I’d wear them, same as the watch. I’m curious what those jobs turn out to be.