Master Bharyanu Kutha Rala Denganu

Telugu Dengudu Kathalu Master Bharya Tho

Advanced Semiconductor Engineering (ASE), the company which makes Apple’s system–in–packaging for its smartwatch, apparently told investors that it had failed to reach break–even volume of two million units from April to June.

Neither is it expecting to do so between July and September, when Apple could be expected to up production to ensure ample stock before Christmas.

In other words, demand is nowhere near what everyone thought it would be. Analysts are scrambling to lower predictions of global sales down.

Some had initially believed Apple would sell up to 36 million in its first year. That seems fanciful in the extreme now.

Of course, ASE is just one supplier. But it tells a story of just how a product that everyone assumed would be huge from the get go just isn’t connecting with the public.


Yes, it’s the leading smartwatch. But rival products have hardly covered themselves in glory. Android Wear remains clunky and Pebble is a cool, but niche piece of kit.

Perhaps the next generation will enthral consumers more. Or perhaps it’s time to start wondering whether smartwatches really are the future.

A handy, but ultimately non–essential accessory that only true tech obsessives will take to.

If Apple won’t release official figures, it’s no surprise that conclusions like this will be made, and increasingly so.