BOE is the exclusive supplier of the custom 1.2-inch-diameter OLED display which takes up about14% of the total BoM cost, the second most costly component after the processing and memory subsystem.
BoMs are fun. You really don’t get much else out of it other than the feeling like you reverse engineered a product that was mystifying everyone else. Then there’s the perverse joy of watching someone tear up something that may have cost a lot of money. Well, in this case, the BoM cost is about $123, according to the Counterpoint dissectors. That puts the cost of the display component at roughly $21.
Google faces all kinds of issues as it tries to capitalize on its acquisition of FitBit in 2021. The company doesn’t have the distribution, and it doesn’t have the product, judging by reviews of this product. The data shows Google’s watch growing in the last couple of years, but Apple and Samsung are way ahead at number one and two, respectively . This product may just be a showcase for Google’s Wear OS, a reference model for other manufacturers to jump on board. Yet, Google is throwing its marketing muscle behind the product and doesn’t seem to be shying away from trying to gain market share.
