Apple brings on the clones for new Watch

Quite why anyone would want to shell out (relatively) big bucks for an Apple Watch is beyond many of us but the much-derided device is still with us and now embarking on its fourth iteration.

“There’s a better you in you,” It tells us in the launch campaign.

Worryingly clonesome but makes its point.

Here’s a tip: when iPhone sales finally begin to tail off (or lose their premium) Apple will make its big content move. Apple execs will be eyeing Netflix’s stellar performance greedily. They won’t want this game to go to Jeff Bezos either.

This campaign?

MAA creative scale: 6.5.

(This is an updated version of an earlier story).

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.