Apple Inc. one of the most innovative companies in the world, embarked on a brand extension strategy to enter different industries. After affirming its place in the computer phone and music markets, Apple shifted its focus to wearable technologies, including Apple Watch, which launched in April 2015.The watch integrated fitness and other health related capabilities with Apple's mobile operating system and other Apple products and services. Because Apple owned the necessary hardware-software and services that were augmented through its ecosystem, the watch was virtually inimitable. The innovation thus appeared poised to be a true game changer.