Apple is just about marketing now, just look at the term retina when talking about resolution 1. it has no meaning and 2. if their resolution is good enough to be whatever retina is, then so is almost every competitor since they apple lags in resolution be it on phones, tablets or laptops. I used to love mac, but I used to be able to stretch life cycles by adding RAM or swapping out drives, thanks to the wonders of torx screws, soldering and glue, that's not an option anymore- they've become masters at planned obsolescence. This new watch pretty much encapsulates what's wrong with apple now, they're touting innovation even though there is nothing in not already offered by competitors (in the case of calling they're way behind since you can get a samsung with a sim card and actually make calls on it), they're pricing it above the competition by an absurd amount, and the variable pricing is based largely on cosmetic differences - they're acting more like a lifestyle brand and less like a tech company