The Apple Watch release is around the corner, with the much-awaited product available for pre-order on Friday. It will also show up in Apple stores on Friday, finally allowing consumers to try out the carpal accessory.
And according to one close Apple watcher, Max Wolff of Manhattan Venture Partners, Apple's goal is not to generate a huge amount of sales with its watch, but to fire a shot at its tech competitors.
"It's really a way to push Apple Pay, which is really important, and to push the iPhone 6 Plus, definitely the iPhone 6. And it's just another reason to be in this ecosystem, right? Because this is a war. This is basically four companies now that want to control everything a consumer does online—Facebook, Apple, Google, Microsoft," Wolff said.
"Right now in the smartphone business, it's a duopoly. It's two companies that run this world—Apple and Google. And anything they can do to make you do more Apple, less Google—that's Apple Pay or the Watch or the great free publicity or the iPad or whatever—'Stay in my ecosystem. Stay away from theirs' is the ultimate prize, and the Watch is helping already just because, hey, look, we're talking about it."