Garmin mocks the Apple Watch Ultra and promotes its Enduro 2: "We measure battery life in months. Not hours." ↺
With the new Apple Watch Ultra, which was officially announced at Wednesday’s ‘Far Out’ keynote event, the Cupertino-based tech behemoth finally enters the profitable outdoor smartwatch segment. However, the American company Garmin has been the leading force in this particular market for quite some time, and it is now defending this lead by indirectly making fun of the new Apple Watch Ultra on one of its social media channels.
Yesterday, Garmin published a teasing tweet that targets the advertised battery life of the Apple Watch Ultra: “We measure battery life in months. Not hours”. The tweet further includes a hashtag for the recently launched multisport flagship smartwatch, the Garmin Enduro 2. Thanks to its built-in solar cells, the second generation of the outdoor smartwatch is supposed to sport a regular battery life of 46 days or up to outstanding 550 days per charge in power-saving mode.
The Apple Watch Ultra, on the other hand, has an advertised battery life of just 36 hours, which can be extended to 60 hours by activating a special power-saving mode which will apparently be introduced via a future software update. However, the new outdoor smartwatch from Apple also offers a slightly different feature set and is further equipped with an incredibly bright OLED display with up to 2,000 nits. Therefore, the smartwatch can hardly be compared to the Garmin Enduro 2 and its more efficient MIP display technology.
In the end, both the Apple Watch Ultra and the Garmin Enduro 2 appear to have their distinct advantages and disadvantages as they appeal to two different groups of customers. Nevertheless, prospective customers will ultimately benefit from the lively competition between these two heavyweights, which is why this recent banter coming from Garmin’s side can be interpreted as a fresh breeze for the smartwatch market.