Apple Watch (B) is a companion case to Apple Watch (A). The (B) case describes events that took place immediately after the Apple Watch launch in April 2015. It details Apple Watch product lines, market reactions, and impact on the overall smartwatch product category. The title of the (B) case poses a question regarding the prospect of Apple Watch as an early follower in the smartwatch category. When used in conjunction with the (A) case, the (B) case allows students to consider whether the Apple Watch is a good idea and an opportunity for Apple, as well as issues that influence marketing decisions the company might consider. The (B) case relies on the diffusion of innovation concept promulgated by the work of Everett Rogers to explore the realities and challenges of introducing new technologies to consumers.

Toto Ltd. was a global manufacturer of kitchen and bathroom equipment, fixtures, and other related products. Headquartered in Tokyo, Japan, with a global presence, the company was a leader in product innovation in the kitchen, bathroom and plumbing categories. One such example was a product called "Washlet," an electronic toilet seat with multiple functions: heating, showering, drying, and deodorizing. The case asks the students to conduct research on their own to estimate a potential market size of the Washlet product line in both Egypt and the United States. The students are also required to present the findings to the class.