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I was reading a great small business story - Schitt Happened - which I follow sporadically and Jason Stoddard (who's got a lot of Apple gear) made the following point in an aside (note written Jan 2109 before the iPhone 11 re-jig of the line-up) ...

Aside: interesting to see this is where Apple has found itself, in the post-Steve Jobs wasteland. It has the highest margins in the industry. It has enough cash to buy some small countries. And yet now a Microsoft Surface Pro feels a lot more like the Apple of the past, in terms of interesting design and taking risks. And yet now they have an impasse between MacOS and iOS that seems almost impossible to cross. And yet now they’re ignoring a huge market for their Watch by tying it to the iPhone. And yet now they’ve pulled out their biggest CPA gun—higher prices—but revenue is faltering. Soooooooo…when raising prices doesn’t work, what’s the endgame??

Now I agree with parts/a lot of that - as a shareholder it's a worthwhile perspective to consider - but the Apple Watch point really stood out. The Watch is essentially unopposed - it's one Apple product that's technically far ahead of comparable opposition - and any stronger competitors like Garmin, Fitbit etc. aren't direction-ally even in the same product category as they tend to focus on fitness rather than be as 'general purpose' as the Watch. And yet ... it's a worthwhile thought that by using the Watch as a 'prop' of the iOS eco-system (being a little direct to illustrate the point) is its total potential being wasted?

There's a possible future where - like Apple's famous iPod moment - the Watch inter-operates with Android & Windows, increasing it's potential market sizing by say 6-7x. All it would require is a crack Android & Windows coding team. Something far more easily affordable than say Project Titan. And - assuming the Watch has decent margins (as Apple doesn't really include that much shareholder information these days including sales rates) - it's possible that a 6-7x larger sales Watch could approach say the Mac or the iPad in revenue by itself. It'd also fit great with Apple's supposed service focus - the most successful service companies tend to disperse their services as widely as possible - and any future/current Watch services would be greater as a result too. Is the Watch's potential being wasted (and so allowing Tisen etc. to find a niche)?

With GOOG looking to buy Fitbit, is now the time to expand the Watches potential market before the option goes away?
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Not particularly relevant. The Watch is slowly becoming an independent device, with its own cell service, its own app store, etc. In a couple more iterations having a phone will be entirely optional.

The most interesting thing will be how it interacts with other wearable devices and sensors.

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