Apple Watch Ultra, it was presented with a cinematic flair showcasing adventurers scaling snowy peaks, sprinting across vast deserts, and plunging into oceanic depths. The message was clear: this was a watch designed for the audacious explorer. Yet, the reality seemed somewhat different. The majority of tech enthusiasts and journalists, including myself, hardly fit the profile of the rugged adventurers depicted in Apple’s promotional material.
The Apple Watch Ultra, with its robust 49mm titanium case, sapphire crystal lens, WR100 water resistance, and EN13319 certification for diving, seemed to target a niche audience. In my initial review, I labeled the watch as “aspirational.” A year later, I find myself pondering the same question: Who is the real target audience for the Ultra?
Apple seemed to position the Ultra as a rival to Garmin, emphasizing its outdoor and adventure capabilities. However, in practice, the watch’s hiking safety features occasionally faltered, and while it managed basic diving tasks, it wasn’t cut out for more intricate diving requirements. Brands like Garmin, Coros, and Polar prioritize multisport functionalities, with smart features taking a backseat. The Ultra, conversely, is primarily a smartwatch with added adventure features, making it ideal for occasional adventurers or “weekend warriors.”
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Interestingly, the very demographic the Ultra appears to cater to – the hardcore adventurers – often don’t see the need for it. My interactions with fellow runners and athletes revealed a preference for Garmins or the standard Apple Watch over the Ultra. The common sentiment was a lack of necessity for the Ultra’s features.
Stripping away its adventurer branding, one might argue that the Ultra’s appeal lies in its extended battery life, catering to tech enthusiasts who love their Apple Watch but loathe its daily charging routine. Yet, this argument has its flaws. Many Apple Watch loyalists have established charging routines and rarely complain about battery life. Ironically, the Ultra’s 2-3 day battery life led me to encounter more low battery notifications than I did with my regular daily-charging routine.
So, is the Ultra tailored for early adopters or tech aficionados? The unique features that distinguish the Ultra from standard Apple Watches, such as dual-frequency GPS, the Action Button, and an additional water temperature sensor, are likely seldom used by the average tech enthusiast. Moreover, the upcoming watchOS 9 will integrate many of the Ultra’s fitness features into the standard Apple Watch series.
Personally, the Ultra has grown on me. Its durability, larger screen, and lightweight titanium design have made it a mainstay on my wrist. However, its design leans heavily masculine, often clashing with more feminine attire. This isn’t to say it’s not suitable for women, but its design choices might limit its appeal to a broader female audience.
In conclusion, the Apple Watch Ultra, priced at $800, remains an enigma. It’s a product in search of its true audience. As Apple gears up for its next event, it’s intriguing to speculate on the potential upgrades for the Ultra 2. But the underlying question remains: Who is the Apple Watch Ultra truly designed for? Only time will tell.
