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How the Apple Watch changed the world – TechCrunch

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In 2015 Switzerland was fucked. This blunt belief, grunted out by Apple’s Jony Ive and repeated by the media as a death knell for the watch industry, seemed to define a sad truth: that the Swiss watch was dead and Apple pulled the trigger.

Now, three years and four Apple Watches later, was Ive right? Did Apple change the world? And, most importantly, did Switzerland survive?

Yes, but…

As you might have noticed, the Swiss watch industry is still standing. The major Swiss houses — LVMH, Richemont and Swatch Group — are seeing a major uptick in sales, especially in the U.S. According to the Federation of the Swiss Watch Industry, sales are up 5.5 percent year-over-year, a bit of news that was, amusingly, almost buried by the onslaught of Apple Watch Series 4 reviews.

This increase of U.S. sales bucked a major trend this year, and one market insider, who preferred to remained anonymous, noted that all of his sales contacts are seeing increased sales in the $3,000 and above watch category. While the low-cost fashion watches were, as he said, “decimated,” the luxury market is growing. But why?

According to Swatch Group, Swiss watch exports rose 4.8 percent compared with last year and, according to a Reuters report, “first-quarter watch exports rose 10.1 percent, the highest quarterly growth rate since mid-2012, according to figures from the Federation of the Swiss Watch Industry.”

“You know we saw an end of the year that was very strong — double-digit growth — and now it continues, so every month is a record month for us,” Swatch Group CEO Nick Hayek told CNBC. In short, the industry is back from an all-time low after the recession.

Watch analysts believe that Apple created a halo effect. Of the millions of people who bought and wore an Apple Watch, a majority had never worn or thought about wearing a watch. Once they tried the Apple Watch, however, and outfitted it with leather bands, fancy Milanese loops and outfit-matching colors, the attitude changed. If wearing watches is so fun and expressive, why not try other, more storied pieces? The numbers are hard to find (watchmakers are notoriously secretive), but I’ve found that my own watch-obsessives site, WristWatchReview, saw a solid uptick in traffic in 2015, one that continued, for the most part, into 2018. One year, 2017, was considerably lower because my server was failing almost constantly.

What does this mean for the watch? First, it means that, like vinyl, a new group of obsessives are taking up the collector’s mantle after discovering the implicit value of more modern forms of the same thing. An Apple Watch is a gateway drug to a Tissot which is a gateway drug to a classic tropical Rolex Submariner on a signed band, just as your first Radiohead MP3 leads to buying a turntable, an amp, a Grado cartridge and a pressing of Moon Shaped Pool.

“In high school I wore a pebble for a while,” said Brady, a 20-year-old college sophomore I spoke to. “As an easily distracted high school student, even though this wearable was very primitive tech, it consumed a lot of my attention when it wasn’t appropriate to be on my phone — which meant also not appropriate to be on my watch. I then shifted to Nixon quartz ‘fashion watches’ and I was happy knowing they kept good reliable time. Then I got a Seiko SNK805 automatic. I don’t have a single non-mechanical watch due to my respect for the craftsmanship!”

Wearables are changing, as well, pushing regular watches back into the spotlight. As Jon Speer, VP at Greenlight.Guru, said, most wearables won’t look like watches in the next few years.

“I predict the next generation of wearables to blur the lines between tech accessory and medical device. These ‘devices’ will include capabilities such as measuring blood pressure, blood sugar, body temperature and more,” he said. “The FDA is working closely with industry partners to identify common roadblocks to innovation. The De Novo Program, the classification Apple pursued for the Apple Watch, is the category for medical devices that don’t fall within an existing classification. As we blend medical technology with consumer technology, I foresee the De Novo program being utilized by companies such as Fitbit and Garmin. As a consumer, I’m very excited for the potential and advancements.”

Thus the habit of wearing a watch might stick even as the originators of that habit — a little square of steel and glass strapped to your wrist — disappears.

Could it all be a mirage?

The new Apple Watch is very positively reviewed and Android Wear — as evidenced by companies like Montblanc selling very capable and fashion-forward smartwatches — is still a force to be reckoned with. Further, not everyone falls back into watch wearing after trying out the thing Jony Ive said would fuck Switzerland.

Watches are an acquired taste like craft beers, artisanal teas and other Pinterest -ready pursuits. Sometimes simply strapping one to your wrist isn’t enough.

“I got the first-gen Apple Watch,” said entrepreneur David Berkowitz. “I loved it, and then I stopped wearing it a bit. As I did, I lost the charger and never bothered replacing it. I haven’t worn it since and haven’t seriously considered getting a new one.”

“I’m just not that customer,” he said.

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USB installer tool removes Windows 11’s Microsoft account requirements (and more)

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Enlarge / The Rufus tool will offer to modify your Windows 11 install media when you create it. The workaround for the Microsoft account requirement is new to the 3.19 beta.

Andrew Cunningham

One of the new “features” coming to the Windows 11 22H2 update is a Microsoft account requirement for all new installs, regardless of whether you are using the Home or Pro version of the operating system. And that’s too bad, because the 22H2 update corrects a few of Windows 11’s original shortcomings while adding some nice quality-of-life improvements.

An easy workaround for this requirement is the Rufus USB formatting tool, which can create USB install media for Windows and all kinds of other operating systems. Rufus has already offered some flags to remove Windows 11’s system requirements checks from the installer, removing the need for clunky Windows Registry edits and other workarounds. But the beta of version 3.19 will also remove the Microsoft account requirement for new installs, making it easy to set up a new Windows PC with a traditional local account.

When setting up Windows 11, make sure not to connect your PC to the Internet before creating your user account. This trick worked to circumvent the Microsoft account requirement in Windows 11 Pro and some of the later versions of Windows 10 but is being removed entirely from Windows 11 22H2. The Rufus tool merely reverts to the pre-22H2 status quo.

If you’re using Rufus to avoid Windows 11’s system requirements, your system will still be “unsupported” once you have Windows 11 up and running. That means putting up with periodic reminder messages about unsupported hardware and the vague threat that Microsoft may eventually stop providing updates and security patches for unsupported systems. On the other hand, Rufus also doesn’t keep Windows 11’s TPM and security features from working once the OS is installed, so if you want to create a single USB installer that will cover both supported and unsupported systems, Rufus makes that possible.

Microsoft provides its own media creation tools for people who want to make USB install drives for Windows 10 or Windows 11, but it obviously doesn’t offer the same circumventions for the company’s requirements.

Listing image by Getty Images

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iFixit and Google launch official Pixel parts store

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iFixit

The iFixit and Google partnership that was announced in April is now live. iFixit says that genuine parts for Google smartphones are now for sale in “the US, UK, Canada, Australia, and European countries where Pixel is available.”

It looks like iFixit is offering screens, batteries, and rear camera assemblies for most models of the Pixel phone, along with smaller odds and ends like adhesive and cooling graphite tape. Despite the official partnership with Google, we wouldn’t call the iFixit Pixel store a comprehensive source of Pixel parts. For the Pixel 6 and 6 Pro—which are currently in production and should have tons of available parts—you can’t buy replacement glass back panels, charging ports, front cameras, or any of the delicate cables you could accidentally rip while you’re taking the phone apart. Just compare the official Pixel 6 Pro parts list, which has only six items, to any of the iPhone part lists, which have about 30 parts, and you can see there are a lot of missing items.

iFixit says it’s just getting started, though, and that it will “continue to add more types of parts to our catalog” for the Pixel 2 and later. For the Pixel 6a, which comes out at the end of July, iFixit is promising “a full selection” of parts “as soon as possible.”

iFixit says Google has continually been improving the reparability of its devices, although the repair site never actually scored the Pixel 6 or 6 Pro. (iFixit’s last full Pixel teardown was on the Pixel 4 XL in 2019.) iFixit also praised Google’s willingness to make software repair tools available online, like an easy-to-use OS flashing tool and a fingerprint reader calibration tool for the Pixel 6. If Google is really concerned about device longevity and reducing e-waste, we would like to see the company match its competitors when it comes to software support, where Google’s three years of major OS updates are still lagging behind Samsung (four years) and Apple (five years).

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Apple outs its invite-only program that rewards VIP forum members 

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Samuel Axon

Apple made its Community+ Program common knowledge this week. Similar to other tech companies like Dell, HP, and Microsoft, Apple has been rewarding the knowledgeable volunteers who frequently contribute to its online support community.

As spotted via iClarified on Wednesday, Apple launched the Apple Community+ Program webpage, which details a program that annually invites a small number of forum members to enjoy special rewards. An Apple rep told Ars Technica that while the webpage is new, the program “has been around for a few years.” It’s likely that since only a small number of people get to participate in the program, there hasn’t been much chatter about it before the page’s launch.

The Community+ members receive “special perks, white-glove experiences, and more,” according to the program’s page, but Apple didn’t specify what that means, and the company declined to provide Ars Technica more details about the rewards.

Apple also didn’t specify the boxes you have to check to get an invite. The Community+ page does say, however, that invitees are “high-level community members” who are “engaged and active in the community,” “share quality content and helpful answers to build their reputation,” and are role models for the forum.

Regular Apple support community members already receive points for participating in activities like asking or answering a question or having one of their answers marked as “helpful” by other community members. Gathering virtual points can lead to virtual rewards, like the ability to have a custom avatar image or access to The Lounge, where you and other high-ranking members can have discussions.

The Community+ Program promises better perks than that. Again, we don’t have specifics, but we can look at similar tech perks programs for ideas.

As noted by The Verge, Microsoft support forum members have been receiving MVP awards for more than 20 years, with over 4,000 reportedly earning the title so far. Perks include early access to Microsoft products and an invite to the annual Global MVP Summit at Microsoft’s Redmond, Washington, headquarters.

For a couple of years, Dell has been rewarding its most elite community members with invites to online and in-person events and providing new product testings and internal resources. Meanwhile, HP’s Expert program rewards include invites to virtual and live events and the opportunity to speak with HP employees.

It’s good to hear that Apple has also been rewarding its most helpful forum members, who can save hours of time for Apple customers and employees, free of charge. Without a detailed look at those perks, though, it’s unclear just how appreciative Apple is.

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