Former Apple CEO John Sculley went on camera yesterday to give his thoughts on Apple's current product lineup and offered a couple of interesting tidbits on where he thought the Apple Watch could be improved.

In an interview with The Street, Sculley said he still loved Apple products and used his iPhone, iPad and MacBook daily, but that he'd so far passed on owning the company's smartwatch offering. "I think the Apple Watch is beautiful, but it doesn't have enough utility to be something that I feel I have to have at this point in time," he said.

jobs_and_sculley

Steve Jobs (left) and John Sculley (right) in 1984.

Asked what Apple would need to change to make it a worthwhile purchase for him, Sculley said that first the company needed to de-connect the hardware from the dependency it has on the iPhone. "When you go jogging, I don't want to carry my iPhone and Apple Watch to count the steps – Apple will solve this though, they are good at that kind of stuff."

Secondly, Sculley said Apple needed to take advantage of the "incredible excitement" over smart messaging which he called the "next big thing". "Whether it's WeChat or Facebook M, we are starting to see a move to an era where messaging could be an intelligent assistant, and that could be a perfect application for the Apple Watch if they can incorporate it."

"I don't think an Apple lover has to have every product, but the ones I have and use I love," continued Sculley, expressing a particular fondness for the iPad Pro. "I think it's a spectacular experience to read the newspaper on it every day and even read books, I much prefer it to a Kindle."


Sculley was vice-president and president of Pepsi-Cola before he served as Apple's CEO from 1983 to 1993, where he is famous for forcing out Steve Jobs from the company, something he has since called "a mistake". In 1987 he was named Silicon Valley's top-paid executive, with an annual salary of $2.2 million. When he left Apple, the company had $2 billion in cash and $200 million in debt.

He is widely considered an expert at marketing, and continues to speak and write about disruptive marketing strategies. He also has investments in a number of high-tech start-up companies, including Zeta Interactive and WorldMate. Jeff Daniels portrayed Sculley in the recent movie Steve Jobs.

Top Rated Comments

Reason077 Avatar
82 months ago
I think the Apple Watch has (or tries to have) too much utility.

Smartwatches that try to replicate the functionality of phones will always be compromised and overly complicated.

Instead, it should try to be more like, say, a Fitbit. Lots of health sensors, but keep everything else really simple. Pair it down to only the most essential functionality and keep everything else on the phone.

Make it beautiful and really light-weight. Give it a battery that lasts weeks so that you barely even need to think about it being there.
Score: 14 Votes (Like | Disagree)
thekeyring Avatar
82 months ago
I saw an ad on Facebook "Ex-Apple Guru Releasing Android phone" ... I felt like pointing out the "guru" was the man who nearly caused the company to go bankrupt.

Does he comment this much on the goings on at Pepsi?
Score: 9 Votes (Like | Disagree)
Aluminum213 Avatar
82 months ago
As an Apple Watch user, the product is simply not there yet

Shockingly slow, making all apps useless. If the information isn't on the watch screen to see instantly it's too slow
Score: 9 Votes (Like | Disagree)
djcerla Avatar
82 months ago
Clearly, he never used one.

You only need your iPhone when working out the first time, so it can record GPS data and understand your pace, then you can leave it at home.

If a Fitbit has "utility", then the Apple Watch has much more, even in the current 1.0 form.
[doublepost=1462960510][/doublepost]
I think a lot of Apple Watch owners keep telling themselves this, but in reality - once the novelty has worn off - they usually reach for the phone. It's just easier and faster for most interactions.
Nope.

It's super useful when your hands are busy. And the other day I replied to a phone call under the shower.
Score: 9 Votes (Like | Disagree)
psimac Avatar
82 months ago
His example of where the Watch could be improved is incorrect. It counts steps just fine without needing an iPhone connected to it. It would need an iPhone to give you walking directions, but not to count steps or tell time or to even play music. This is a misconception that so many get wrong.

Isn't Sculley the father of the Newton?
Score: 5 Votes (Like | Disagree)
Arran Avatar
82 months ago
Sculley appears to be misinformed:

"...When you go jogging, I don't want to carry my iPhone and Apple Watch to count the steps..."
Apple Watch counts steps by itself.
Score: 5 Votes (Like | Disagree)

Popular Stories

Apple Watch Series 7 Starlight Midnight

Standard Apple Watch Series 8 Rumored to Feature Same Design as Series 7

Friday August 5, 2022 7:46 am PDT by
The standard 41mm and 45mm models of the Apple Watch Series 8 will feature the same design as the Apple Watch Series 7, according to Twitter user @ShrimpApplePro, who was first to reveal that iPhone 14 Pro models would feature a new pill-and-hole display. Titanium will not be an option for the standard Apple Watch Series 8 models either, according to @ShrimpApplePro, but Bloomberg's Mark...
cook sept 2020 event

Gurman: Apple Preparing Pre-Recorded iPhone 14 and Apple Watch Series 8 Event

Sunday August 7, 2022 6:13 am PDT by
Apple has "started to record" its virtual September event, where it's expected to announce the upcoming iPhone 14 lineup, the Apple Watch Series 8, and a new "rugged" Apple Watch model, according to Bloomberg's Mark Gurman. Writing in his latest Power On newsletter, Gurman says the event, which is expected to take place in the early part of September, is already under production, implying...
iPhone 14 Pro Purple Front and Back MacRumors Exclusive

Five iPhone 14 Rumors You May Have Missed

Thursday August 4, 2022 6:05 am PDT by
With August upon us, the countdown is officially on. We're just weeks away from when we're expecting Apple to announce the iPhone 14 lineup. Rumors of the next iPhone start early in the year, and as a result, some details about the upcoming device sometimes get lost in the crowd. Exclusive MacRumors iPhone 14 Pro renders by graphic designer Ian Zelbo To help MacRumors readers, we've created a ...
banish safari app pop ups

New iOS App Blocks Those Annoying 'Open in App' Pop-Ups in Safari

Friday August 5, 2022 2:47 am PDT by
You've probably experienced visiting a website like Reddit or LinkedIn on your iPhone only to be greeted with an annoying, almost full-screen pop-up urging you to view the content in their app instead of on the website. It's a common practice for websites that have accompanying iOS apps to push users to open (if they already have the app installed) or download their app from the App Store to ...
top stories 7aug22

Top Stories: iPadOS 16 Delayed, iPhone 14 Pro Rumors, Studio Display Speaker Issues

Saturday August 6, 2022 6:00 am PDT by
The big Apple news this week was word that the upcoming iPadOS 16 update apparently won't be arriving alongside its counterpart update for the iPhone in September, largely due to a need to continue refining the new Stage Manager multitasking feature. Other popular stories this week included more hints about the iPhone 14 Pro's rumored always-on display, potential design leaks for the...