In the seven years since Apple Inc.  launched its first Apple Watch, the device has sold more than 100 million units, catapulting it to 30% of the global smartwatch market.  However, it is struggling to grab a small but important niche: endurance sports. 
Watch the start of any Ironman triathlon and you’ll see Garmin products dominate the wrists of the world’s most elite athletes.  These are consumers who spend $10,000 on a bike and travel the world to compete in some of the world’s grandest courses.  But they’ve largely snubbed Apple for multisport watches from the top name in outdoor adventure and navigation. 
The new Apple Watch Ultra that the company debuted at an event called Far Out could finally change that.  At $799, the wearable is the most expensive among the models released Wednesday, including the $499 Apple Watch Series 8 and the $249 Watch SE.  That puts it above most Garmin alternatives favored by triathletes, but still cheaper than premium models designed for ultramarathons and rugged environments.  The device can also function as a dive computer, bringing it into competition with top names in this category such as Suunto, Cressi and Aqualung. 
Going after consumers who have expensive hobbies and high brand loyalty is a smart move and shows that the company is laser-focused on promoting its non-iPhone products, namely the Watch and AirPods.  Called Wearables, Home and Accessories (WHA), this category is the only Apple hardware segment that has seen consistent growth in each of the past six years.  While WHA accounts for just 11% of sales, well short of iPhone’s 53%, revenue from this collection of devices has grown 245% since 2016, compared to 40% for iPhones and 181% for services. 
Incremental revenue is only half the story.  Making Apple’s ecosystem more addictive is far more profitable than simply making sure customers upgrade their iPhones every year (or two).  Headphones are a good example.  Owning an iPhone is more likely to entice a customer to buy Airpods, and the same is true vice versa—customers are less inclined to switch to Samsung or Oppo if they already have AirPods and an Apple Watch. 
It also takes the pressure off each new iPhone to have a wow factor that compels fans to stay in line for the latest accessory.  This year’s release, for example, is unlikely to set hearts aflutter.  A better camera, more powerful semiconductors and simple always-on displays don’t seem as exciting as previous innovations like touch ID, haptic feedback or Siri.  And that’s fine. 
Instead, Apple spent the launch event focusing on features that the vast majority of consumers will never need and very few will use.  These include collision detection on the watch and satellite SOS services on the iPhone.  Despite heartwarming videos of customers sharing their experience of the Apple Watch’s life-saving features — one girl used it after a plane crash — security is probably not a necessary aspect of consumer electronics. 
But by gradually expanding the categories of consumers who find a product that perfectly fits their unique needs, Apple is ensuring that its connection between devices is one that consumers rely on.  “This kind of integration is something only Apple can do,” Apple CEO Tim Cook said at the start of Wednesday’s unveiling event.  And he’s right, which is why Apple will continue to be the brand that customers can’t do with it.