The Apple Watch we saw this week is not a transformative product. Itâ€™s simply a very well-executed smart watch, and like every other option in this category seems lost as to what itâ€™s supposed to be used for. And the physical design is a serious miss for Jony Ive and company, a tasteless rectangular blob. So how can Apple sell these things?
A guy walks to the back of the second floor, pulls a brand-new iPhone bumper off the shelf, fiddles with his iPhone, opens the package at one of the yellow wood tables, fits the bumper to his phone, and walks out of the store. This is the new retail experience preferred by Apple, but it’s pretty terrifying to a regular shopper like me!