Apple Watch: Cool Watch, Lousy Marketing Campaign

The Apple Watch launch is old news by now. I've seen the watches popping up on people's wrists here and there, and actually, four BridgeWorksians are sporting them, regularly sending animated emojis or their heartbeats to one another (which, for the record, I think is really weird).

But I was watching some Sunday night TV recently, and I caught the latest commercial for the Apple Watch. (Yes, I was watching an actual television with actual commercials!) It was beautiful and touching… and extremely aggravating, especially from this Gen Xer’s point of view. You see, the only ones who seem to be using and enjoying the new Apple product are Millennials. You know, those twenty-and-early-thirty-somethings who are on the cutting edge of all this brand-new technology.

Don’t get me wrong. I like Millennials. I actually love them. We have several in the office, and I learn something new from them every day! But when all the latest technology is marketed to them, it’s frustrating to Xers like me. You see, when we were in our 20s, we were often overlooked for big brother Boomer. We were the first kids to have home computers, but it was the Baby Boomers who got all the attention. I hate to sound like Jan Brady, but it was always “Marcia, Marcia, Marcia!”

So go ahead and watch the commercial with your favorite Xer. Watch the Xer get all snarky when he sees the cute Millennials writing “hi” and texting each other while in the same room. Watch eyes roll as the young folks selfie—can I use that as a verb?—for the millionth time.

Thing is, Xers don’t have to just be the off-screen commentators. I think the watch could easily be geared toward them. Keeping their busy calendars—when to get the kids to soccer practice, play rehearsal, and day care—an accessible finger’s touch away. Mom safely voice texting Dad from the traffic jam that they’ll be home soon to meet for dinner. And touching base with those Millennials at the office, letting them know that they're on top of the latest project. OK, maybe these examples aren’t as sexy, but you get the idea. Silly of me to think that marketers would stop to think of us Xers. My Xer skepti-sense knows better than that.