Wearable devices don't need Apple's help to take off, according to Jae Shin, VP of Samsung's Knox mobile security business group, who was speaking at a press event as part of Samsung's ‘Business Discovery Day'.
Asked whether Samsung was worried about losing its early lead in the fledgling wearables market when Apple releases its long-rumoured iWatch, Shin argued that consumer are not so obsessed with brands any more and now have "the know-how and the resources to make a smart decision".
Historically, whether it be the iPhone helping to bring about the smartphone revolution, or the iPad driving tablet computers to the mainstream, it's been the hype surrounding the launch of an Apple product that has kickstarted interest in a new type of technology.
But while Apple's iWatch - when it is eventually revealed - will no doubt attract a lot of publicity, Shin told Computing that for consumers, it isn't necessarily Apple devices that generate excitement anymore and other vendors can also get a piece of the pie.
"Consumers are lot smarter these days and there's a lot for information available to them," he said.
"At Samsung, we provide a lot of technical support and SDKs to developers so that they actually create innovation solutions and applications and user experiences that provide what the consumer wants; transparent technology. They want to be able to use it for a purpose they're going to benefit from," Shin continued.
"I think in the beginning maybe it was just about branding, but I think now consumers have the know-how and the resources to make a smart decision," he added.