I just read a new report about plans for the Apple Watch — and it might reveal clues about the future of AI.
Despite the general failure of standalone AI wearables (remember the Humane AI Pin?), Apple is reportedly developing a version of its smartwatch equipped with cameras to enable “visual intelligence” features.
According to Bloomberg, Apple is working to integrate cameras into both its Series and Ultra watch models.
The Series would feature a camera inside its display, while the Ultra would position its lens on the side of the watch.
What’s particularly intriguing is how this approach differs from previous AI wearable attempts.
Rather than creating a dedicated AI device (which consumers have largely rejected), Apple is embedding AI capabilities into a product people already find valuable for other reasons.
This strategy aligns perfectly with something I discuss in I Need That — the idea that successful products must first satisfy a fundamental need before they can introduce novel capabilities.
The Apple Watch already serves multiple needs (fitness tracking, notifications, health monitoring) that create a natural platform for AI features.
The planned visual intelligence tools could identify objects or translate text in real-time — practical applications that might actually enhance the watch’s utility rather than feeling like gimmicks.
Of course, Apple faces significant challenges.
The company already delayed its “smarter Siri” rollout due to performance issues, and a recent survey found 73% of iPhone owners reporting that current AI features “add little to no value.”
But by integrating AI into a device that already has a clear purpose and established user base, Apple may have found a more viable path than creating yet another standalone AI gadget destined for a drawer.
Product Payoff: Meta’s Ray-Ban smart glasses have succeeded where Google Glass failed by following this exact strategy — embedding technology into a familiar, useful product rather than creating a novel category. By partnering with a prestigious eyewear brand and focusing on practical features like hands-free photos and calls, Meta has reportedly sold over two million pairs. Unlike Google’s approach of asking consumers to adopt an entirely new product category with unclear benefits, Meta positioned its technology as an enhancement to something people already understood and valued.
Action for today: Evaluate YOUR product strategy through this lens: Are you asking customers to adopt something entirely new, or enhancing something they already value? The difference in adoption friction can be enormous. If you’re creating a novel category, consider how you might embed your innovation into existing products or behaviors instead.
Tap that intelligently simplified reply arrow, and let’s chat about embedding innovation into established value. Or reach out to my team of product marketing specialists at Graphos Product.