After a flurry of reports from the technology and mainstream press over the weekend pointed towards Nike discontinuing its flagship wearable technology, the Fuelband, is it a sign that Apple will dominate the growing wearable market as much as it has the smartphone market?
Whilst the Fuelband hardware is looking set for the chop, the software looks ready to jump onboard the rumoured ‘iWatch’, Apple’s presumed entrant in to the wearable market. The market is already being explored by tech giants Samsung and Google, but Apple’s entry would be a definite turning point as it would tap in to the company’s huge user base and possibly bring about the introduction of wearables to the mass market, and not just the early adopters.
Nike and Apple certainly aren’t strangers to one another, and it therefore wouldn’t come as a surprise if a collaboration were to take place between the two in the future. With Apple reportedly continuing to plan an iOS 8 fitness-focused update, exclusive software from one of the globe’s most prolific sports brands would presumably be a real knockout strategy for both companies.
Where does this leave everyone else though? As previously mentioned, the wearables market is being sized up by plenty of technology leaders, and some have already put their hat in the ring. This leaves Apple at a disadvantage – it was a pioneer in modern smartphone technology, whereas it’s a latecomer in wearable technology.
With all this in mind, we may see a new technology that Apple doesn’t manage quite to get a hold of. It wouldn’t be the first time; remember Apple TV?
The gamification of technology and media has made for an exciting arena when it comes to start-ups, marketers and businesses of all kinds. Possibilities and opportunities are boundless, and the engaging, interactive nature of entertainment has shaped how media is consumed indefinitely. Wearable technology might just be the next step, so seeing how the giants of the industry tackle it will be fascinating.
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About Jack Clark

I'm a second year Public Relations and Communications student at Leeds Met, currently interning at Prohibition. I love to write about about PR, culture, technology, news and communications.