Archive: November, 2022

The Apple Watch’s awkward blend of tech and fashion

I’m a fan of my new Apple Watch Series 8, but it packs too much computer on the wrist. Thanks to WatchOS’s increasingly busy UI and burgeoning case size, it’s becoming a harder sell as a fashion accessory.

There was a time when Apple felt like they were making a genuine fashion play with the Watch; worn accessories project someone’s sense of style in a way a phone or tablet never could. The venerable tech company tried to market high-end “edition” watches from pricey materials, and the strategy flopped.

Since then, it feels like stereotypical Silicon Valley executives have overtaken Apple Watch’s design sensibility. These are decision makers drunk with the power of having everything a tap away and losing sight of what makes a watch distinctive and fashionable. They’ve copied the strategy for iPhone and iPad as they blew up in size: more icons, more widgets, more glanceable information. Complications overload the Apple Watch’s default watch face configurations. Symbols and text are everywhere, manifesting in more distraction than an aid.

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