14 DAY TRIAL // It’s becoming evident that people have just about had it with Jony Ive’s narrations. Instead of receiving appreciation for his candor, Sir Ive has become a bit of a laughing stock in tech circles.
The latest example comes from a company whose reputation precedes it, and frankly it’s the last player in the tech sector we expected to see engage in this type of marketing.
There’s a first for everything
Upon hearing the first iWatch rumors, Pebble initially said it wasn't worried about Apple stealing its spotlight. Fast forward a couple of years and the company’s front page now states, “Breathe, Jony. It’s just a watch,” and shows a Pebble with a pixelated smiley face.
The jab is of course directed at Sir Jonathan Ive, Apple’s illustrious designer who tends to go a bit over the top with the epithets. We can’t say we haven’t noticed, but the guy has a special place in our hearts. He’s earned it. That being said, we agree that Apple needs to change the format.
As far as Pebble is concerned, apparently there’s a first for everything. While the remark is indeed hilarious, it also sends a pretty clear message that they’re afraid. We never thought they’d end up with this kind of marketing on their front page.
Why Pebble and not the Apple Watch?
For starters, Pebbles start at only $99 (€78) and you don’t need an instruction manual to wield them. Granted, Apple’s watch seems intuitive too, but it sells for $349 (€276) in its weakest configuration. Second, the former lasts for seven days on your wrist. By comparison, Apple’s device is said to require daily charging. Third, it uses less of the Internet and it’s more private. And the list goes on.
But the reality is the two really don’t compare. Apple has made a brilliant device that can do a thousand more things, and let’s face it, it looks 100 times better than any Pebble out there. In a watch, that counts.
Perhaps this is what prompted Pebble to add, “Overpriced trophy watch wasn’t on our to-do list. Pebble is made by real people, for real people keeping it real.”
The counter-marketing ad ends with “Just to recap, we made a watch. We didn’t solve global warming,” which is a poke at Apple’s endeavors in the environment sector. Something that may sound like a marketing gimmick to the untrained eye, but it really isn’t.
So there you have it. Pebble versus Apple Watch. The fight is on, and history repeats itself.
If there’s one thing that every player in the industry can consider common ground, it’s Apple. There’s not one company out there (that’s not affiliated with Apple) that doesn’t love what Pebble did here.