How well suited is the Apple Watch for customers of all ages? (Particularly the older ones). We apply the AF Brands audit tool to evaluate the Age-Friendliness of the Apple Watch customer journey.

1. How Age-Friendly is the
Apple Watch?
An audit using the free AF Brands app
June 2016
© Age-Friendly 2016

2. Apple is shy about discussing details of its
customers but it is thought that the over 55s
represent near half of its customer base.
The Apple Watch is the company’s most recent
major new product. First shipped in April 2015 it is
the largest selling smartwatch on the market.
Using the free AF Brand app we evaluated the
quality of the customer experience when
purchasing this product. The research was
completed in the UK and Singapore.
Here are the results …....
© Age-Friendly 2016

3. This analysis was done using the free AF Brand app
downloaded from iTunes
An overall score of 4.1 is good. It is something most
companies would be proud to achieve. A perfect
score is 5.0.
When we evaluated the customer journey for
buying the Apple iPad the company achieve a
score of 4.4 - the highest we have ever recorded.
The reason for the drop in score is due to inherent
problems of using such a small physical product
and in communicating its value to the customer.
The iPad was an obvious ‘winner’ for older
customers – it will be difficult to create such an
outstanding customer experience for the Apple
Watch.
SUMMARY RESULTS
AVERAGE SCORE 4.1
Customer Experiences
© Age-Friendly 2016

4. Apple’s pre and post sales support staff provide an
excellent service.. They are responsive to the
needs of the customer and react well with older
consumers.
Things that worked well
© Age-Friendly 2016

5. Apple’s web site works well with older people. The
navigation is ultra simple, distraction is kept to a
minimum and the content is easy to understand.
Things that worked well
© Age-Friendly 2016

6. The largest Apple watch is 42mm high yet it
displays 17 apps that can be used by somebody
with reasonable eyesight and finger dexterity (and
a lot of practice). If the Apple watch is to have a
mass market of older consumers it will need to
improve the app selection and manipulation
process.
Things to improve
© Age-Friendly 2016

7. The user interface is not intuitive. To use the
watch’s functionality demands a level of
commitment that will limit its market potential with
older consumers to the Apple enthusiast.
Things to improve
© Age-Friendly 2016

8. The primary issues that Apple needs to solve all
relate to the product.
All other parts of the customer experience are
excellent.
If the watch is to have a mass market with older
customers the designers will have to confront the
effects of ageing, primarily those relating to
eyesight, dexterity, touch and cognitive
complexity.
The solution is likely to involve making it easier for
users to customize the watch’s functionality.
The bottom line
….this version of the watch is for the
Apple enthusiast..
….I will probably only ever use a
small amount of the functionality...
….the packaging, support, web site
and communications are
excellent...
© Age-Friendly 2016

9. About the AF Brands Tool
© Age-Friendly 2016
The free version of the AF Brands iPad app evaluates a customer journey through the prism of ageing.
The customer journey includes the touchpoints associated with the sales channel, the product, all
aspects of digital communicaCons, markeCng communicaCons and post sale support.
Click to watch the introductory video:
Visit our website to learn more about the app:
Go to the iTunes download page:

10. The book that inspired the software -
Marketing to the Ageing Consumer
www.age-friendly.com
Contact us: enquiries@age-friendly.com
© Age-Friendly 2016