Apple Watch Anticipation, False Alarms, and “Email of Death”

by James A. Martin on April 23, 2015

in Apple Watch Experience

Dear Apple,

Are y’all messing with me?

The antici….pation for your watch is tortuous. Even though y’all didn’t announce the Apple Watch until Sept. 9, there were rumors forever about it. So I’ve been patiently waiting for your watch for at least a year. Besides, Sept. 9 was nearly eight months ago. Eight months! Who waits eight months to get something anymore—except expectant mothers?

Rocky Horror anticipation

And then, on Tuesday, my iPhone emitted a strange ping alert. It was a push notification from your Apple Store app,  telling me a shipment was on its way. OMG OMG OMG. The Apple Watch for which I stayed up past midnight on April 10th to order, and which I was told would ship sometime between April 24 and May 8, was on its way! I might even have the watch by this weekend!

Nope. Turns out, the extra Apple Watch charger I ordered was shipping. It arrived today. Apple, I’m here to tell you: The excitement in receiving this accessory was second only to eating oatmeal.

And then, yesterday, I received an Apple Store email. Subject: “Your Apple Watch Order.” OMG OMG OMG! Even though I was nearly brain-dead from live-blogging an all-day conference, I quickly opened the email, pulse racing.

I’ve copied the message below, for your sadistic amusement.

Apple Watch shipment email

Seriously, Apple. Y’all sent me this “email of death” to tell me what I already knew? And that you’re going to send me another email later? How, exactly, is this helpful?

All I can say is: This damn watch better be good.

{ 1 comment… read it below or add one }

nick April 23, 2015 at 7:59 pm

While this strategy causes customer dissatisfaction and frustration, it should be seen as a marketing ploy. What are you doing? You are sharing Apple Watch info with your friends, family work colleagues and former cellmates. It is free PR!. It is all part of Apple’s viral marketing strategy. And in the end you will forgive them because their friggin products are great. And on the other hand, it might give you diaper rash.


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