Here is something I practically observed in Apple Store today.
It was a mini presentation one of the staff members there had to make to one of the potential customers.
He had to run through the Apple Watch range and explain what the options were.
It took him about minute or so to describe the top level aspects of 3 Apple Watch ranges.
The main concern for the customer was the look of the watch and what configuration (size and strap) they should go for.
In the end they were unsure as to what the right option should be and they walked away.
Nobody spoke about why Apple Watch is the right thing for the customer to have and how it enhances quality of one’s life.
And there within lies the problem.
This is the main affordance issue with Apple Watch.
People see it, they like them all, they want many of them and they ultimately walk away, suffering from choice paradox.
I’m pretty sure Steve Jobs wouldn’t approve of Apple Watch in the format it is currently presented by Apple, due to the above reasons.
It is one of the reasons why I am not opting for Apple Watch just yet.