On the Apple Watch watch
If, in your world, Apple’s actions are as intriguing as those of characters in a critically-acclaimed premium cable series, you’re well aware that the company is viewed by many as technology’s Great Brushed-Metal Hope. Not content with record-profits and unholy amounts of treasure, you and your ilk demand of Apple life-changing gewgaws and doodads that must be delivered every dozen fortnights like clockwork.
During the past two years, the life-changing thingamabob du jour was an Apple TV. Not the set-top box that we know now, but rather—as promised by respected pundits and analysts—a for-reals TV with the Apple logo carefully fused to the front. That TV would finally deliver the a la carte content we’ve prayed for, in amazing resolution and fidelity, all the while floating in air like a heavenly specter.
Regrettably, that device has yet to be revealed, and even respected pundits and analysts understand that two years of getting it wrong does very little for one’s future credibility. Rather than admitting that they haven’t a clue as to what Apple’s really up to, they shift to the new next thing. That new next thing now appears to be an Apple watch.
Like the Apple TV before it, evidence of that watch’s someday existence relies on hazy rumors from overseas manufacturing plants, the idea that watches are the thing because smart watch projects are appearing on Kickstarter, and because enough noise has been made about the thing that those running the Wall Street Journal and New York Times feel they’ll look less like stodgy-old-poops-representing-a-dying-media if they weigh in on the thing.
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