Can the Apple Watch succeed by wooing female buyers?


Apple’s refusal to disclose sales data for its Apple Watch has been widely read as a sign that demand for the gadget is not meeting expectations. So, what is the company doing to try to boost sales? Doubling down on the female market.

Last Thursday, Apple released four new ads showcasing the different ways people can use the Watch. In two of the ads, a pair of young female tourists roam around a foreign city with the Apple Watch acting as travel guide, navigator and translator. A third ad features families with young children, showing how the Watch can help owners connect with their families. The last ad focuses on how wearers—again, mostly women—use the device while working out and tracking their health and fitness goals.

“I think what they’re trying to do here is to show the usefulness of the watch to the women who aren’t just going…

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