The word is kids aren’t too psyched for the upcoming Apple Watch.
Piper Jaffray’s new Taking Stock with Teens report for fall 2014 is out and it shows interest in a $350 Apple Watch has fallen from 17 percent to 16 percent since last spring.
This could spell trouble for Apple’s first entrance into a new product category under the direction of Tim Cook. But then again, teens may be an unreliable source for predicting how Apple’s foray into the watch game will go.
Elsewhere in the survey, the teen respondents are asked to name their top watch brands. Just like in the spring 2014 and fall 2013 study, Rolex easily took the top spot. On average, 30 percent of respondents said the luxury brand time pieces are just the best.
The average age of participants in the study is 16. The average income for 15-17 year olds is $4,923. A Rolex can retail for around $6,000.
Something isn’t adding up here.
Either 16-year-old kids are skipping on junk food and new clothes in order to spend nearly a year and a half’s earnings on a timeless classic. Or they don’t really care about watches and just said the most iconic watch brand name that sprung to mind. One that’s out of their price range and one that most parents aren’t likely to spring for.
It’s likely that the demand for Apple Watches and all other wrist-worn wearables will come from adults. As a Harris Interactive poll last year pointed out, the strongest interest, at 63 percent, came from respondents ages 18-35.
But regardless of the age group in question, it’s worth noting that the Apple Watch’s release date is still all the way on the other side of the holidays. It may still be too early to calculate concrete interest in the device.
It also means the Apple Watch probably won’t be showing up on any kids’ Christmas lists this year. Suppose they’ll just have to settle for Rolexes.