Too often, today's wearables are solutions in search of problems, like so many other orphaned devices in the history of technology. But the ability to, for example, track sleeping patterns is a function that hasn't moved beyond a niche audience, and apps like RunKeeper and Lose It make tracking exercise and eating easy to do on the device you already have with you: your phone. Other fitness tracker makers have done more than Nike to market their devices as multi-purpose lifestyle tools, rather than the single-focus exercise product synonymous with the Nike brand. From its confusing FuelPoints system to its limited uses, the FuelBand has failed to make itself stand out not just from its competition among wearable fitness trackers but from smartphones, in particular the newest iPhones, which themselves include an always-on motion sensor that can count steps for any app that wants to avail itself of the data. It's an experience that, on its own, Nike hasn't managed to replicate especially well in gadget form. In a separate post, Thompson suggests that Nike working with Apple could establish that "beachhead" on the iWatch, combining their talents at creating premium experiences consumers have shown great willingness to pay for.
Too often, today’s wearables are solutions in search of problems, like so many other orphaned devices in the history of technology. "Suddenly, instead of a phone that uses surrounding screens, like the iPhone does in the car and the living room, why might not our wrist project to a dumb screen (with a phone form-factor) in our pocket as well?" Such a device might start out, he argues, with limited functionality such as fitness tracking and is initially dependent on the iPhone while evolving to the point where that relationship flips.
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