BtoB

Hey, B-to-B Marketers: Apple Wants You for Its Watch

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Apple is positioning its wearable as a fitness device and luxury accessory. Soon, it may pitch it as a workplace necessity as well.

Two weeks before the device arrives in stores, Apple posted a listing for a "marketing specialist" whose role would "focus on applications of the Apple Watch in the enterprise space." (Tech blog Apple Insider first spotted the listing.) Apple went on a hiring tear prior to the Watch launch, bringing on a slew of retail and marketing executives -- including Angela Ahrendts, from Burberry, to run retail; Bob Kupbens, from Delta, to lead e-commerce; and Marcela Aguilar, from Gap, for the Watch's global sales.

The iPhone brand has also signaled a firmer entry into enterprise. It partnered with IBM in July for a series of mobile applications for corporate clients, aiming to spread the ubiquity of its iPhones, tablets and computers in offices. However, Apple has not released any enterprise apps specifically for the Watch.

For its new ad job, Apple says a background in health and wellness is a "plus." Apple reportedly had far grander fitness applications in mind for the device than what it will deliver to shelves this month. Still, promotions for the Watch have stressed its benefits as a health companion, something Apple surely hopes some boardrooms -- and their insurance providers -- will notice.

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