Apple iWatch one of the “most important and brand-reinforcing launches in years”, Forrester's James McQuivey predicts

With Apple predicted to announce its iWatch today, 9 September, Forrester analyst James McQuivey has claimed that the “category launch will be one of its most important and brand-reinforcing launches in years”.

Research from Forrester has found that 25 per cent of US online adults anticipate purchasing a wearable device in the next year, with 42 per cent are specifically interested in wearing it on their wrist.

McQuivey added: “Apple will show again how computing platforms are won or lost on the one-two punch of eager consumers and hungry ecosystem partners.”

Coming a week after both Samsung and Asus unveiled wearables in the form of watches, Forrester has also warned firms not to get too caught up in the latest wearables hype.

But while the wearables crown may belong to Apple for a while, Forrester has also cautioned it will not sustain dominant market power as it has with the tablet market, with the existing digital customer relationships that Google and Amazon have with the public set to reduce share of units sold to less than 50 per cent during 2016.

The analytics firm suggested that the most successful firms will think beyond wearables and focus on ‘understanding consumers’ expectation to be served in the micro moment’.

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