iMore.com: The iPad ParadoxThe article talks about iPads, but I think the Tivo Paradox applies neatly to the Apple Watch (and smartwatches in general).Without trying these features, though, customers are unaware of their overall value or how they come together as a whole. Want to pause TV when the phone rings? That's the killer app at that moment. Recording a show using an EPG to simply search for it? That's the killer app at that moment. Skipping commercials when you watch recorded content? That's the killer app at that moment. Contextual functionality ONLY comes together when you get to see the whole, not a piece or part. When you see only pieces, you just get a very expensive VCR not a TiVo.
In short, if you met a TiVo owner at a party, they were rabid. It was like being cornered by an insurance agent. They wouldn't leave you alone until you tried it. When most people tried it, the lightbulb turned on. TiVo was not an expensive VCR — it redefined watching TV.
I can rave all I want about notifications, but someone who doesn’t wanna spend $400+ is gonna be like, “That’s it?” It’s not until they’re in a situation where they’re driving and the phone rings but it’s in the glovebox that the lightbulb lights up. I can rave about using Apple Wallet, but the average person is gonna be like, “Is it worth $400+ to not pull out my wallet?” But it’s not until they’re at the movies dealing with children, a tray full of spillable popcorn and drinks, and their own bag with their wallet at the bottom that the moment becomes an “aha!” moment.
I know families with multiple tablets—“I, as the parent, have the latest and greatest; the 10 year old one that’s about to die is the kitchen cookbook; the tablets in between, the kids have divvied up amongst themselves.” I myself, am a multi-tablet person—the latest and greatest for work, a mini for bedtime reading, and an old one hooked up to the TV as a poor man’s Apple TV. And for every family or person that I know that has multiple tablets, there are as many people that have no clue what tablets are good for.
And I think it’s the same for watches. When the new AW comes out, I won’t sell my old one—the new one will be for everyday and the old one will be for sleep (and ideally, I’d have a third one for working out). And yet, for every person I know who goes “ooh” when I use my watch to sign in my rewards card and pay for the items, there’s another person who has no clue what an smartwatch is good for.