A Tale Of Two Wearables

The perception of Apple Watch vs. MagicBand

Back in January 2013, an article by Brooks Barnes in The New York Times about a “magical” bracelet that Disney was developing piqued my interest. That bracelet, called MagicBand, not only launched, they’re apparently every bit as magical as that early story suggested they would be. For proof, just read this recent story by Cliff Kuang for Wired about the device.

Or just look over my Twitter replies. Since tweeting a few times about the Wired article a couple weeks back, the response has been nothing short of absolute gushing about the MagicBand.

I mean, people are talking about planning a trip to Disney World just to try out the device. I know I’m thinking about it.

What’s odd to me is the reaction to this device versus the reaction to the Apple Watch.

When you think about it, in a way, the MagicBand is sort of like a simplistic, stripped-down Apple Watch. It has a fraction of the functionality (for a fraction of the price), and there’s no reason to think the Apple Watch couldn’t offer everything the MagicBand offers via a Disney app.

In fact, given Disney’s close relationship with Apple (CEO Bob Iger is on Apple’s board; Steve Jobs was on Disney’s board when he passed away — and was the largest Disney shareholder) I’d be more surprised if we didn’t see some sort of MagicBand-like functionality come in short order for Apple Watch owners traveling to Disney’s theme parks.

But I digress… What’s more interesting to me here is that one wearable has everyone praising Disney, while the other device has garnered a rather ho-hum response from many folks — or worse, concern.

A lot of people don’t seem to understand the point of the Apple Watch. Why do you need one when you already have your phone on you? Privacy concerns, location tracking, etc.

With the MagicBand, many of those weaknesses are perceived as strengths. From the Wired article:

If you’re wearing your Disney MagicBand and you’ve made a reservation, a host will greet you at the drawbridge and already know your name — Welcome Mr. Tanner! She’ll be followed by another smiling person — Sit anywhere you like! Neither will mention that, by some mysterious power, your food will find you.

“It’s like magic!” a woman says to her family as they sit. “How do they find our table?”

They find your table through location tracking! This is the same technology that so often has people in the real world up in arms. In the real world, such technology is dangerous and invasive. In Disney World, it’s like magic.

The MagicBand contains sensors that let guests swipe onto rides and allow Disney to pinpoint their location. At Be Our Guest, they’re what enable the radios in the table and ceiling to triangulate your location so your server can find you. If Disney decides to install those sensors throughout the park, a new world of data opens up. They could have Mickey and Snow White find you. They might use the park’s myriad cameras to capture candid moments of your family — enjoying rides, meeting Snow White — and stitch them together into a personalized film. (The product teams called this the Story Engine.) But they might also know when you’ve waited too long in line and email you a coupon for free ice cream or a pass to another ride.

Someone call the Journal or the Times, Disney is coming for you and your children! We need a fear-mongering headline and story. Someone give the police a sketch of Snow White. And please, let’s subpoena Mickey to appear before Congress to explain himself.

Here’s the thing: Disney is absolutely genius for creating this MagicBand. They must have known they’d have so much more leeway to create and roll out such a device in their controlled environment. Not only doesn’t it scare people, they love it. Convenience over conspiracy in the Magic Kingdom.

Here’s the other thing: the Apple Watch, if successful, will be the MagicBand for the real world. It will offer up everything the MagicBand can inside Disney World, but in many other places in the real world. And so much more.

Yes, Apple Watch is expensive. Then again, so is MagicBand when you factor in the cost of a trip to Disney World — especially if you have a large family in tow. They’re different devices, but they’re not that different.

The difference is in perception. As Kuang notes at one point in his piece, nothing bad can happen at Disney World.