An Apple Watch Series 6 on display at the company’s flagship store in Sydney.
Photographer: David Gray / Bloomberg
Photographer: David Gray / Bloomberg
Apple Inc. is considering launching an Apple Watch with a rugged casing aimed at athletes, hikers and others who use the device in more extreme environments, according to people familiar with the matter.
The tech giant based in Cupertino, California, internally discussed introducing a variation of this type of watch later in 2021 or 2022, at least, said the people, who asked not to be identified discussing private matters.
This is at least the second time that Apple is considering a rugged smartwatch. After launching the first version of the Apple Watch in 2015, the company weighed a new model to better attract extreme sports athletes. The current version is still popular with runners, walkers and swimmers, and Apple has added several sports and activity tracking features through its annual update cycle. Although, Casio Computer Co. and other watchmakers have recorded strong sales of more robust product designs with extra protection.
Smartwatch Market
Apple Watch leads all others in this fast-growing technology industry
Source: Counterpoint research
If Apple goes ahead this time, the rugged version would be an additional model similar to how Apple offers a low-cost option called Apple Watch SE and special editions with the Nike Inc. and Hermes International brand. Sometimes dubbed the “Explorer Edition” within Apple, the product would have the same functionality as a standard Apple Watch, but with extra-resistance and vein protection for Casio G-Shock watches.
Read more about Casio’s G-Shock line here.
The Casio G-Shock is considered to be one of the most popular watches ever created.
The latest models of the Apple Watch are already water resistant to 50 meters – the most modern for most smartwatches. But Apple could make a new device more “rugged” by giving it a rubberized exterior that would be useful in environments where current aluminum, titanium and stainless steel housings may be subject to damage.
The development of the new variation of the Apple Watch could be canceled or postponed, people familiar with the matter said. An Apple spokeswoman declined to comment.
Apple is also working on new swimming tracking features for the Apple Watch. The company usually launches new models in September. Last year, it launched the low-cost Apple Watch SE and added a faster processor and a blood oxygen sensor with the Apple Watch Series 6.
The Apple Watch has become one of Apple’s most important products, although the company does not disclose how much revenue it brings. The device is part of the company’s wearables, home and accessories segment, which generated sales of more than $ 30 billion in the last fiscal year. This made it Apple’s most successful product category, in addition to the iPhone. Apple had 40% of the smartwatch market in the last quarter of 2020, according to Counterpoint research.