Apple has just announced in a press release that it is stopping sales of its Apple Watch Series 9 and Ultra 2. A real blow for the Apple brand which presented these watches just a few months ago. They were supposed to be the main sellers of this product line, buthere they are stuck on Uncle Sam's territorybecause of a competing patent case.
Apple anticipe
Apple did not really go into detail about this matter in its press release. The only official response provided for the moment by the Apple brand is:“that a presidential review period is underway regarding a technical intellectual property dispute regarding Apple Watch devices containing the Blood Oxygen feature. Although the review period doesn't end until December 25, Apple is taking preemptive steps to comply if the ruling goes into effect. This includes suspending sales ofl’Apple Watch Series 9and ofl’Apple Watch Ultra 2.”
Apple will therefore not have waited to hear the court decision to take the lead. The Apple brand has decided to withdraw its products from digital and physical points of sale, a real blow for Apple a few days before Christmas.
Apple vs Masimo: the new David against Goliath?
In this case, Apple facesFields. The small company accuses the digital giant of stealing its patents and its employees. Masimo assures in fact that the blood oxygen detection function available on the Apple Watch Series 6 and more recent was developed by this small company, Apple would have stolen the idea and recruited several employees of the company through it. following.
In a statement made to the press, Joe Kiani, CEO of Masimo acknowledged that this decision (still to come) was“a strong message”sent to the entire industry.“Even the most powerful corporation is not above the law.”By withdrawing its products from the market, Apple is also sending a message on its side.
Apple, which is facing another major setback, is using the same communication strategy as for the arrival of USB-C on the iPhone. Apple takes the lead and withdraws its products before being forced to do so. The objective is to maintain an immaculate or almost immaculate image. If this strategy had worked well forthe arrival of USB-C, Apple will have more difficulty getting through the drops in this matter.
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By : Keleops AG
