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How Apple's wonderful wearable went from meh” to wow”

- CARRIE MARSHALL

Back in April 2015, Tim Cook unveiled “Apple's most personal device yet”: the Apple Watch. It was the first new Apple product created under Cook's — ahem — watch, and some pundits expected it to fail. In an echo of the famous iPod criticism posted on Slashdot (“No wireless. Less space than a Nomad. Lame”), some critics pointed at the better specs of rivals and predicted an embarrassing failure. But by 2020, Apple was selling more watches than the entire Swiss watch industry put together.

However, the critics had a point. Like the original iPhone, the first Apple Watch was unfinished. It was also slow, its interface wasn't great, it had terrible battery life, and Apple didn't seem clear about what it was for. But despite all of these things, it sold in the millions, and established what would soon become one of Apple’s most compelling devices.

IN THE BEGINNING

The Apple Watch was the first new product that wasn't overseen by Steve Jobs, who died in 2011. Fast Company was one of many publications who believed that without Jobs’ magic, the watch would be a vanity project by Apple design chief Jonathan Ive — a man “who has become more obsessed with Bentleys and Rolexes than making attractive, functional technology that will actually make life better for the 99%.” The Apple Watch Edition suggested that they might have a point. The luxury version of the first generation Apple Watch was made of 18-karat gold, and started at $10,000.