Technology giant Apple is looking beyond its iPod, iPhone and iPad legacy. After the sad passing of co-founder and former CEO Steve Jobs, the bar was set at an extremely high level for current CEO Tim Cook. At a recent special event organized by Apple for tech news media, Mr. Cook unveiled an ambitious project that seeks to conquer the burgeoning wearable computing market: The Apple Watch, and to promote this exciting new gadget, the company has hired Marcela Aguilar, a marketing expert from Costa Rica.

 

For the last three years tech world has anxiously waited for Apple CEO Tim Cook to announce a new product or service that can be considered to be truly innovative. The last few announcements made by Apple have left consumers wanting; to this effect, we’ve had the iPhone 4S, the iPhone 5, the iPad Mini, etc. Consumers have not reacted too enthusiastically; some have even wondered if all that Apple has left in its bag of tricks is a few hardware and operating system improvements and size changes.

 

Apple has once again taken the “size change” road with the huge Apple 6 Plus, which has thus far elicited positive reactions as well as the same type of comments we heard when the iPad was introduced: “My, that’s a very big iPhone.” It is clear that the iPhone 6 Plus caters to the market segment of “phablet” (portmanteau of phone and tablet) lovers who do not mind the looks they attract when they hold their colossal smartphones to their ears in public. The Apple Watch, however, seems like a perfect entry into the wearable computing world. As MSN News recently explained:

 

Apple is betting on a gadget that seems like something James Bond might wear. The Apple Watch’s top-of-the-line edition comes in a casing made of 18-karat gold, with an array of elegant bands available for most models. The watch can serve as a walkie-talkie, a drawing pad, pulse monitor, calorie counter and activity tracker.

 

By going the stylish and innovative route, Apple could take the lead away from Google and its Glass personal computing goggles in the upstart wearable computing segment. What we know from Revista Summa, a Central American business magazine, is that Apple is betting big on promoting its new device by hiring Tica marketing executive Marcela Aguilar, a graduate from Universidad Latina in Costa Rica and Northwestern in the United States. Ms. Aguilar was responsible for the successful “Dress Normal” ad campaign by retail fashion giant Gap, and she went as far as hiring acclaimed filmmaker David Fincher (Fight Club and The Social Network) to direct television and online commercials. The Apple Watch is scheduled to make its consumer debut next year.