Clueless mistake.

The Apple Watch. The future will put it among the great mistakes from Apple. It’s one of the clearest demonstration that something technically feasible is not necessarily useful, or needed.

After a few hours of usage, I have only questions in my mind:

  • Who needs notification on the wrist, when the iPhone is a few centimetres away, in your pocket?
  • Who needs shrunken, minimalistic versions of the apps, when the fully functional version is waiting on your iPhone?
  • How can a runner prefer to check the Apple Watch when running apps provide all the needed updates in their earbuds?
  • Who needs to start a phone call on the Apple Watch, only to have it transferred to the iPhone?

And what about using it as a watch? Well, I discovered how often I check the hour just by glancing at my watch, from whatever angle and in any situation, while the Apple Watch requires an explicit action to activate the screen — so annoying.

The lack of a killer app is resonating.

I am really worried for Apple. It seems that Steve Job’s legendary reality distortion field is now affecting the guys in charge at Apple. The Apple Watch is designed for a compulsive usage pattern that most of the people starts to abhor these days. As a fashion object, it’s a nonsense, as distinction is one of the reasons of fashion, and there is nothing less distinctive than wearing a black, inert small screen on your wrist, equal for all the owners of the Apple Watch. Yes, you can change the strap, but that comes with a cost, and what a cost. They even invented a mouth-filling term for their rubber strap: high-performance fluoroelastomer. Be reassured, it’s just a rubber strap, way inferior to the ones produced by specialist brands like Bonetto or Isofrane. As a sport watch, it’s not even waterproof and requires an iPhone for everything, lacking integrated GPS, for example: another nonsense, when you have Casio, Suunto and so many others already covering all your sports needs (for a fraction of the cost, in most cases).

I love watches the same way I used to love Apple. Now that these two worlds are colliding, I had to make a choice — and I guess you already know it from my opening image.

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