The wait is over. Apple just announced the “Apple Watch” alongside the iPhone 6 today. And considering Apple’s incredible record, no one will be surprised if the Apple Watch changes the way we all think about wearable tech.

But even if the Apple Watch turns out to be a huge hit, it doesn’t necessarily mean it’s going to revolutionize marketing in the way the iPhone did. For marketers, the specific features of the Apple Watch will make all the difference.

By now we’re all familiar with Apple’s interest in health apps, and the Apple Watch displayed that health-focused strategy today. The new apps will work together with the Apple Watch to collect enormous amounts of data on consumers — perhaps right down to our heart rates and temperatures. And whenever there are new data sets available on consumers, digital marketers have reason to be very interested.

But the real breakthrough for marketers may depend on whether the Apple Watch is compatible with iBeacon, Apple’s Bluetooth-powered location system. Marketers are excited about iBeacon because the technology makes it possible to locate Apple devices within a store. In other words, you could be standing in the cereal aisle at the grocery store and see an alert for a cereal discount right on your wrist.

While some might not love the idea of marketing appearing on their watches, it could actually be empowering for consumers, allowing us to offer access to our data and location in exchange for special offers. Such deals might even make the devices themselves available at a great discount – if not for free.

Yes, this technology already works on a phone — if your Bluetooth is properly set. But the Apple Watch, with its constant presence on your wrist, could provide a powerful new link between the physical and digital worlds. The data the watches are sending and receiving make it possible for marketers to deliver hyper-targeted ads within milliseconds – “real-time marketing” as we call it.

And it’s not just about what shows up on your own watch screen. The possibilities become even greater if the Apple Watch can connect with a wide range of smart devices in addition to iBeacon. Your Apple Watch might even signal digital billboards to show you different ads. In fact, the Apple Watch could replace our phones as a central hub for each person’s own data system.

So, will this marketer’s utopia come true? That will all come down to how consumers respond to the device. As a marketer, I’m certainly very interested in the possibilities of the Apple Watch, but I’m still not fully convinced that Apple will be able to pull this one off.

Getting people to put computers on their wrists may turn out to be a lot harder than getting them to carry computers in their pockets. The better opportunity for wearable tech might turn out to be Glance, which launched on Kickstarter and can turn any watch into a smartwatch. Unlike Apple Watch, Glance can be worn under the strap of your existing watch and won’t force you to make a tech fashion statement.

For now we have to wait and see, but, in one way or another, a lot more consumer data may soon be available. Savvy marketers will be paying close attention.