UBS Analysts Criticize Apple Watch for Having “Too Many Features”

As weird as it may sound, UBS analysts seem to be worried about the fact that the Apple Watch may have “too many features”. In a recent note to investors, UBS’ Steven Milunovich said that Apple’s upcoming smartwatch “isn’t focused enough”, adding that in order to be successful, the Apple Watch should focus only on a handful of key features, rather than trying to be everything (via BusinessInsider).

Apple watch gold

The analyst notes that there are too many jobs for the Apple Watch with over 50 applications, some of which are “merely extensions of the phone and some new”. He suggests that Apple should highlight the jobs unique or advantaged to the Watch, such as paying without reaching into the pocket/purse, responding to texts by voice without resorting to the phone, and receiving directions through touch prompts,.

“The two features UBS thinks Apple should focus on are also thorny. Responding to texts with the Apple Watch is potentially convenient, but can be awkward in social situations. Using the Apple Watch for navigation is also difficult in the short term since developers haven’t had an opportunity to come up with apps for the Watch’s operating system yet. Apple Maps doesn’t have a great reputation, and the company is struggling to fix it.”

UBS predicts that the Apple Watch with its currents set of features will sell 24 million units by the end of 2015.