Many smartwatch brands develop several models of smartwatches, depending on the year of creation and customer segment. For instance, some brands choose to separate fitness-specific wearables or devices in the luxury category. Overall, the selection is vast in prices, designs, and functionality. Apple is a company that prioritizes brand continuity by providing the customer with all devices and accessories that are exclusive to Apple. Other companies, in contrast, are focused on delivering experiences for all users of smartphones, thus diversifying their customer base. As a result, the price ranges are different for Apple and other brands, with Apple using premium pricing, and other companies employing several pricing strategies.
The points-of-parity for the segment of smartwatches rely on smartphone connectivity and built-in sensors. For instance, all smartwatches are expected to pair with a phone via Bluetooth and deliver notifications from the phone to the watch. Most watches also can be used to manage media playback – turn the music on or off, switch between tracks, or change the volume. Another side of smartwatch use is fitness tracking – it is presumed that the wearable will have a heart rate monitor and a pedometer. Finally, the latest standard for smartwatches is a battery with long life, although the higher limit of performance varies. The points-of-difference (PODs) include advanced fitness tracking information. Sleep schedule and quality, blood pressure, calorie count, and similar functions can distinguish one model from another. Application support is another POD for specific uses, such as active sports, communication, and business. The design, battery life, OS, material, customization, and price are other elements that make each model unique.