Apple Inc. (NASDAQ:AAPL) has decided to put Jawbone, the popular fitness tracker, back in Apple stores. Apple Insider reported on Thursday that Jawbone’s Jason Donahue told press to expect the UP2 Jawbone in Japan’s Apple Stores by the end of July.
Apple decided to stop selling the Jawbone just before the release of the Watch, a move that was thought to be designed to protect Watch sales from the fitness wearable. Mr. Donahue said that the UP2, and then the UP3, will soon be sold in Apple stores around the world, though he did not put a date on that launch.
Apple is not stepping back
There may be no clear timeline for the return of the Jawbone to Apple stores, but it seems sure that the device will soon grace those clean white shelves once again.
Apple is not selling the Jawbone because Watch sales are too low, nor are Watch sales so high that the devices are not thought to compete with each other at all.
The truth is that the halt to Jawbone sales was likely a strategic move by Apple, and the firm behind the fitness tracker might even have been compensated for it.
Protecting the somewhat absent Apple Watch
Apple may have made the decision to remove fitness wearable at a time when it knew that the Watch was going to make a slower than hoped appearance on store shelves. After priming the world for the release of a unique wearable, Apple lured people into stores and told them to order it on the web and wait.
With a Jawbone on the shelf beside them, some of those looking for an Apple Watch may have sated their appetite with the fitness tracker.
Apple clearly did not want its big marketing push to be for nothing, and it tried to limit the damage. The firm says the Watch backlog will be gone in about two weeks, and the device is hitting shelves in stores this week.
That means there will be less Watch demand leaked in Jawbone’s direction. If you want an Apple Watch right now, you can walk into a store and buy one.
Making the Apple Watch Normal
CEO Tim Cook and retail head Angela Ahrendts are likely happy to have the Jawbone back on shelves in stores. The headache that was the Apple Watch launch is now over.
That launch was a clear crisis at Apple, but despite a litany of problems, including faulty parts and long wait lists, the firm handled the release with aplomb and grace.
Next week at Apple’s WWDC event we may hear about sales of the Watch for the first time. Toni Sacconaghi, analyst at Bernstein, reckons the firm will sell just three million units of the device through the end of the year.
The Apple Watch is no longer a crisis, it’s a product, and Cupertino doesn’t have to alter deals with other firms in order to sell it. Jawbone is back on shelves as a result, and execs at the firm will be able to relax with that in mind.
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