Uses and Gratification Theory

Name: Adam Bin Ghazali TP035847
Sheikh Mohamad Yusree Bin Sheikh Abas TP045929
Muhammad Saqlain Bhimani TP043086
Intake: UC2F1805MDM
Module: BM033-3-2-NCMI
Lecturer: Rahilah Binti Ahmad
1

TABLE OF CONTENT
TABLE OF CONTENT 2
EXECUTIVE SUMMARY 3
COMPANY BACKGROUND 4
RESEARCH IN THE INDUSTRY 5
INTRODUCTION TO THE PRODUCT 8
PROJECTION 8
MOTION GAMING 9
DURABILITY 9
SMART CONTROL 10
WIRELESS CHARGING 10
TALK AND TEXT 11
FACE RECOGNITION 11
RELATED THEORIES 12
Uses and Gratification Theory 12
REFLECTIVE ESSAY 13
MUHAMMAD 13
YUSREE 14
ADAM 15
CONCLUSION 16
REFERENCES 17
2

EXECUTIVE SUMMARY
The purpose of this report is to showcase and produce a new media product in the
Apple Inc. company which already offers other brilliant products. Three men founded Apple
Computer on April 1, 1976. Steve Jobs and Steve Wozniak, and Ronald Wayne, but Ronald
Wayne bailed out early, and gave up his ten percent stake in Apple for $800. The key
fundamental business model for the Apple is to make simple products because it has a value
of simplicity that permeates from Steve Jobs. Apple is engaged in design, development and
marketing of personal computers, media devices and portable digital music players. In
addition, according to MarketLine, a research company, Apple Inc. is also involved in selling
a variety of related software, services, networking solution and third- party digital content.
3

COMPANY BACKGROUND
Apple Inc. is an American multinational corporation that designs and manufactures
consumer electronics and computer software products. (Abrahams, 2019) The company's
best-known hardware products include Macintosh computers, the iPod and the iPhone. Apple
software includes the Mac OS X operating system, the iTunes media browser, the iLife suite
of multimedia and creativity software, the iWork suite of productivity software, Final Cut
Studio, a suite of professional audio and film-industry software products, and Logic Studio, a
suite of audio tools. (Mirabal, 2019)
Established in Cupertino, California on April 1, 1976 and incorporated January 3,
1977, the company was called Apple Computer, Inc. for its first 30 years, but dropped the
word "Computer" on January 9, 2007 to reflect the company's ongoing expansion into the
consumer electronics market in addition to its traditional focus on personal computers. The
company operates more than 250 retail stores in nine countries and an online store where
hardware and software products are sold. (IQuickbook, 2019)
Apple has about 35,000 employees worldwide and had worldwide annual sales of
US$32.48 billion in its fiscal year ending September 29, 2008. (Phys.org, 2019) For reasons
as various as its philosophy of comprehensive aesthetic design to its distinctive advertising
campaigns, Apple has established a unique reputation in the consumer electronics industry.
This includes a customer base that is devoted to the company and its brand, particularly in the
United States. (Mirabal, 2019) Fortune magazine named Apple the most admired company in
the United States in 2008 and in the world in 2009. Apple is a consumer goods company, and
therefore evaluating its value requires understanding its products and consumers.
(StudyMode, 2019)
4

RESEARCH IN THE INDUSTRY
Smartwatch is an information processing device with the basic time function. The
watch may communicate with external devices such as smartphones, sensors, and wireless
headphones. Smartwatch often consists of two parts: Peripheral devices and software.
Peripheral devices of Smartwatch may include camera, thermometer, accelerometer,
altimeter, barometer, compass, GPS receiver, speaker and SD card that is recognized as a
mass storage device by a computer. Software may include texts notifications, music, photos,
games, Map display, scheduler, calculator, alarm clock and various kinds of watch face.
(MarketWatch, 2018)
The global smartwatch market valued $10,223.9 million in 2017, is forecasted to
witness a CAGR of 22.7% during 2018 - 2023. (phpok, 2 019)Growing awareness on
personal health and fitness and rise in smartwatch-controlled automotive capabilities are the
key factors driving the growth of this market, globally. (Prescient & Strategic Intelligence,
2018)
In 2013, around 2.1 million units of smartwatches were sold in the market, which
marked the beginning of a new era in the mobile technology space. In 2014, more than 85
companies sold nearly seven million smartwatches across the globe. (Prescient & Strategic
Intelligence, 2018)
5

Extension smartwatches have been contributing the highest revenue to the global
market, with over 50% share in 2017. This can be majorly attributed to the introduction of
next-generation smartwatches than can be used as an extension to smartphones or related
devices. Besides, additional innovative applications such as tracking, alerts, and connectivity,
which are compatible with extension smartwatches, have garnered consumer interest in recent
years. This factor is expected to further increase the sales of smartwatch market, particularly
in the middle- and upper-middle-class segments during the forecast period. (Prescient &
Strategic Intelligence, 2018)
iOS based smartwatches (The Apple Watch series) accounted for over 40% of the smartwatch
market in 2017, (Research, 2019) while on the basis of application, smartwatches with
personal assistance features had the highest shipment. Smartwatch companies have been
increasingly investing in the design and development of economic products equipped with
basic smart features which is suggestive of the potential growth of the classic smartwatch
market during the forecast period. (Prescient & Strategic Intelligence, 2018)
Smartwatch Market Trends
The demand for computerized wristwatches with functionalities that go beyond just
timekeeping and basic smart features has been driving the growth of the smartwatch market.
Early smartwatch models were largely limited to the choice of widgets, which consumers can
see on the display. With increase in the demand for high-end smartwatches that are equipped
with not only smartphone capabilities but also waterproof and shockproof features,
companies operating in this market are putting their efforts toward introducing better scope
for customization in their offerings. For instance, Apple offers its new Apple Watch series
with a 50-meter water resistance capability, a dual-core processor, and a two-time brighter
display feature. (Prescient & Strategic Intelligence, 2018)
6

New and innovative features are taking the global smartwatch market to the next level
and are also expected to boost the overall sales in the market in the near future. This is
because companies are focusing on the design and development of highly advanced
smartwatches that are equipped with high-definition (HD) cameras, GPS receivers, tiny
powerful speakers, ample storage, thermometers, and others. The high-end smartwatch
market has also been on the rise with the introduction of software that has enabled next-
generation smartwatches with a seamless wireless and touchless feature, high-end
communication, digital mapping, and personal organizer. (Prescient & Strategic Intelligence,
2018)
7

INTRODUCTION TO THE PRODUCT
It took around 18 months from Lynch's hiring to when Tim Cook revealed the Watch
using Steve Jobs's familiar phrase about having "one more thing" to announce. That phrase
alone caused applause in the auditorium at the Flint Center in Cupertino. (AppleInsider,
2019)
After the predecessor of the Apple Watch Series 1,2,3 and 4. The Apple Watch Series
5 will satisfy all the consumers needs. At first, the smartwatch would pair with only an
iPhone, and also came with a heart-rate sensor but with the new prototype, Apple Inc. will be
announcing all sorts of new features with multiple other devices that can be used with the
new Apple Watch Series 5. The new Apple watch will be include various features that can be
used in consumers daily life such as
Figure: Prototype Apple Watch Series 5
8

PROJECTION
Aerial projection will be the next form of media consumption when combined with
convenience. Hardware equipments are slowly taken over software and wireless technology
such as WiFi and Bluetooth. It is about time that media output will not be on tangible
displays. This is where the Apple Watch Series 5 will be at the frontier of this technology..
The Apple Watch Series 5 will be incorporating a projector that will project a 5 inch
aerial display. The display will be responsive at lightning speed allowing it to be used for
multimedia purposes such as video streaming.
Aerial projection is still not there in the market as it requires an high energy output to
project a bright aerial display for outdoor use. Consumers will be able to detach themselves
from hardware displays such as tablets and even their smartphones if this technology gets into
the hands of tech enthusiasts.
Figure 1.1
9

MOTION GAMING
As been mentioned with the previous Apple Watch which includes feature of heart-
rate sensor. With the new Apple Smartwatch Series 5, Apple Inc. includes interactive
entertainment with Motion Gaming. Real life motion games got popular by the introduction
of the Nintendo Wii. It got even more popular when VR gaming brought hand held remotes
to replicate moves in real life into games. Gamers would wear remotes and use them for in
game activities shooting sword, sword fighting, car racing, etc. The motion tracking
capability will be enhanced by the Series 5.
The Apple Watch Series 5 will feature a redesigned micro motion sensor than can be
programmed to different apps. Games will be able to track motions of gamers where motions
in reality will be mapped to virtuality. This will allow not only gamers but also casual gamers
to engage in games on their TV without the hassle of attaching any third party accessories.
Figure 1.2
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DURABILITY
There are literally hundreds of smartwatches out there that claim to be rugged but
really aren’t. Rugged smartwatches are incredibly versatile. They’re great for hiking,
swimming, wearing to work, playing with the kids and everything in-between.
With Apple Watch Series 5, It’s got a durable outer body, level of shock protection
and waterproofing, the device is backed by an international standard rating of IP68 are
deemed fit enough to withstand dust, dirt and sand, and are resistant to submersion up to a
maximum depth of 1.5m underwater for up to thirty minutes. It’s also got to have in-built
GPS - a feature which is extremely useful to do any outdoor exploring. The display is the
best-selling point, due to the durability, Apple uses the latest Gorilla Glass technology for the
protection glass display. It’s bright and vibrant, and it’s also dual layered. This means it can
switch between colour and monochrome modes to preserve battery.
SMART CONTROL
Smart Control is a universal remote. However, the device takes the idea one step
further. Instead of requiring users to input codes for devices, Smart Control immediately
determines which products are connected to a device and automatically takes control. A core
component of Smart Control’s features is its ability to work with a wide range of devices.
Cable and satellite boxes will of course work with the remote, Apple Smart Watch Series 5
says the remote can also control other “connected devices”.
Smart Control feature lets you monitor and control your range through the app on
your watch. The feature allows to control the television, aircond, lights and even associate
with multiple updated technology, without ever getting up from the couch. Smart Control
feature lets you monitor and control your range through the app on your smart watch.
WIRELESS CHARGING
11

The Apple watch Series 5 will be available to charge via wireless. This means no
hassle of plugging the product via cable and wires. The wireless charger will be in magnetic
form. With the Apple Watch Magnetic Charging Dock, users are able to charge their Apple
Watch in a flat position with its strap opened or closed, or even on its side. When charging,
the watch automatically goes into Nightstand mode so users can also use this feature as their
alarm clock as an alternative to using their mobile phones. The Apple Watch Magnetic
Charging Dock uses the same inductive charging connector that comes with Apple Watch.
TALK AND TEXT
By introducing the “talk and text” feature, it would give Apple Watch users the
benefit of simply using their voice to dictate what they are trying to send message into text.
For example, when a user receives a text, instead of the hassle of taking out their watch and
texting using their fingers, they are able to simply talk through the microphone and it
instantly turns into text. This could be used for iMessage, Whatsapp, Notes, Reminders and
other social platform such as Twitter, Facebook and Instagram. Although the message may
not be accurate 100%, users are able to turn on th
Although the information through voice may not be 100% accurate, users are able to
turn on the “confirmation mode” which is a feature that asks the users if what they are saying
through voice is accurate or not and gives a preview via text, before the user agrees to click
“Send”. This makes Apple Watch users and potential buyers more aware of how beneficial
the product is.
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FACE RECOGNITION
Most smartwatches have not yet introduced Face Recognition as a feature. By adding
it to the Apple Watch Series 5, it would mean that the users would feel more secure. The Face
Recognition allows users to unlock their Apple Watch by recognizing the users face only.
This ensures that only the personal user are able to use their Apple Watch unless it’s their
face unlocking the watch. This adds more security to the users’ device as all personal data
and information is encrypted.
For example, if the Apple Watch is stolen or lost, no other people can access to their
personal information such as pictures, music and texts because other users are not able to
unlock it. By having the Face Recognition feature, there needs to be a small camera censor at
the front of the watch in order for this feature to be applied.
Figure 1.3
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RELATED THEORIES
Uses and Gratification Theory
The Uses and Gratification theory is an audience based theory where people consume
media in order to satisfy their own needs and wants. Furthermore, it explains that the
audience get to change the way how modern media is formed rather than the media changing
the audience. The audience has more ways of fulfillment due to the presence of modern
media.
Aerial projection on a smartwatch will allow information to be accessed at ease
anywhere, anytime. Consumers can fulfill their cognitive needs by browsing the Internet and
getting the knowledge they would like to gain. (Communication Theory, 2019).
The Apple Watch Series 5 will be a high priced and luxury piece of technology. The
idea of consuming media on a cutting edge technology will give self esteem to those who
need it. Businessmen and decorated officials will have their personal integrative needs
fulfilled. (Communication Theory, 2019).
In built motion sensors will allow consumers to engage in games as a way of
entertainment. Tension free needs will be satisfied when users of the Series 5 need to escape
their hectic routines and a have a moment of stress relief to be productive throughout the day.
(Communication Theory, 2019).
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REFLECTIVE ESSAY
MUHAMMAD
New Creative Media Industries is a module that educates on the changes in media
consumption and how media is consumed. The report has allowed me to research in depth
about upcoming trends in media. This will help me come up with creativity in new scopes in
modern media.
Creativity and innovation has been the forefront of development in modern day
technology, as companies now have the technical and financial development to research and
develop new product ideas. This assignment has taught me to understand how different
technologies can aid in making the lives of the target audience more convenient.
As a Media Marketing student, I will most probably working in the on of the most fast
paced industries ever. Attention will be the key asset and making sure that the messages by
my clients reach as far as possible. I will have to find out what platform on the Internet has
the most attention and thus distribute on that platform.
15

YUSREE
This assignment has taught me that technologies are changing and improving day by
day and that media is an essential part of it. No matter how good a product is, it is always
possible to make it much better than before and therefore innovate. New Creative Media
Industries builds connection with people especially peers, between information and
entertainment. It does not focus on advanced technology but also to traditional technology as
a reference.
Over the years, technology and new media has revolutionized our world whether it is
traditional or modern. Technology has created amazing tools and resources putting useful
information at one’s fingertips. Therefore, modern technology has made it possible for the
discovery of many functional and utility devices that we thought we did not need or want
such as smartphones and smartwatches. With all of these revolutions, there is no doubt that
technology and new media has made our lives easier, faster, better and more entertaining.
The report has able to make me research endless possibilities of making a product
better by adding new features and innovating new ideas into an already good quality product
invented by big companies. This would improve creativity as whole instead of solely on one
particular product.
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ADAM
New Creative Media Industry (NCMI) is a unique course, aimed at those teaching
creative and media subjects worldwide, as well as industry practitioners looking to move into
teaching and training. It is also suitable for those working in related educational support
roles, such as learning technologists, who are interested in using media and new technology
creatively in their practice.
The programme consists of regular individual tutorials, both face-to-face and online.
New Creative Media provides opportunities to design interventions and it will enable to
produce learning and training resources for own professional context. From visionary music
videos to radio dramas, animated GIFs and gig poster prints, contemporary media bristles
with creativity and imagination
New Creative Media aims to provide with new knowledge and skills relating both to
current debates and practices in education. You can start handling social media accounts
after this and help brands and professionals expand their social media reach. Better yet, you
can try learning more about other social media channels that are emerging to make sure to
cover all bases. Media is a highly popular, and therefore competitive field, so experience is
critical.
New Creative Media Industry (NCMI) course helps to gain work experience and build
up a portfolio of work, contact radio, television, newspaper, PR or advertising agencies and
ask about opportunities. It may also be useful to get involved with radio station, paper or
publications office.
Some courses offer the opportunity to undertake a work placement with a media or
related company. This provides an excellent opportunity to develop practical and professional
skills and to make industry contacts.
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CONCLUSION
To conclude everything that is stated above, the Apple Smartwatch Series 5 will be
one of the advanced smartwatches technology in the industry. The high security system
means that it is a smartwatch like no other before, because only the user himself/herself can
access to the watch by using Face Recognition. Also, Voice Control would help the user easy
to dictate what to do without having to touch the screen. In 5 years, the Apple Smartwatch
will hope to replace other smartwatches in terms of the security system. Hence, this proposal
should be carried out because the Apple Smartwatch would be one of the advanced
technology in the future.
18

REFERENCES
Market Watch. (2018). Smartwatches Market 2018 Global Industry - Key Players Analysis,
Sales, Supply, Demand and Forecast to 2025.Available:
https://www.marketwatch.com/press-release/smartwatches-market-2018-global-industry---
key-players-analysis-sales-supply-demand-and-forecast-to-2025-2018-07-09. Last accessed
10th Jan 2019.
Prescient & Strategic Intelligence. (2018). Smartwatch Market Overview.Available:
https://www.psmarketresearch.com/market-analysis/smartwatch-market. Last accessed 10th
Jan 2019.
Communication Theory. (2019). uses and gratification theory. [online] Available at:
https://www.communicationtheory.org/uses-and-gratification-theory/ [Accessed 13 Jan.
2019].
Abrahams, P. (2019). Apple – Bloor Research. Retrieved from
https://www.bloorresearch.com/company/apple/
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the-apple-watch
IQuickbook. (2019). Quickbooks Depot - Apple Inc. Retrieved from
https://iquickbooktax.com/vendors/apple-inc
Mirabal, S. (2019). Introduction. Retrieved from
http://apple1inc.blogspot.com/2009/09/introduction.html
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Naveed, F. (2019). Different Theories Used in Mass Communication - Mass Communication
Talk. Retrieved from
http://www.masscommunicationtalk.com/different-theories-used-mass-communication.html
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https://phys.org/tags/apple/
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