Category #6 The only watch that I can wear and go to a party full of Rolex guys and still feel more modern.
The Apple Watch certainly skimps on Battery life and can feel unwieldy to wear.
It in many ways, falls squarely into #1. It not being too shabby at #2 and #3 makes Apple Watch 4 the best smart watch on the market, but that is not why it sells.
Apple commands a SUPREME-esque brand value and the first couple of Apple Watch versions sold in millions despite being a clear #1 type of smart watch. ie. a fashion accessory.
Sure, but technology has its limits!
Battery tech is a huge one right now.
But, let's take the UV sensor as an example. The Microsoft Band was one of the first mass market consumer wearables to have a UV sensor on it (there were dedicated devices that beat it to market, barely).
Now UV is hard to work with in that a lot of transparent materials (lens) block it. UV sensors also aren't small, and they need to be positioned in a place that'll get a lot of exposure if the user is in the sun.
That is how the Band ended up with its UV sensors on its back[0]. It isn't pretty, but if we wanted to make a useful sun exposure feature (and we did!), that sort of sensor placement becomes needed.
It took the mechanical engineering team a lot of work to get a precisely placed UV sensor, with a proper lens material on front of it, calibrated to measure UV in a way that is relevant for human exposure, at a cost that can go into a mass market consumer product.
Size is another issue. At launch, Band's main body was actually thinner than anything else in its feature class, but still every reviewer complained about how thick it was!
> This is, apparently, the category that Microsoft wasn't even aware of. :-)
We were aware, but leadership consciously made the choice to not go after that market.
To put it in perspective, Apple has reportedly sank well over a billion dollars into the Apple Watch, they are on generation 4, and yet it is still not a perfect device that does everything for everyone. (And being Apple, I imagine that isn't their goal.)
Honestly technology just isn't there yet. Batteries are too big, sensors are too power hungry, screens are too power hungry, and the electronics take up too much room. (And GPS antennas aren't shrinking much, laws of physics and all that!)
It is like those fold out smartphones everyone wants. Just unwrap it like a scroll.
I've actually seen, played with, screens that you can unwrap. They are super cool. All the technology that goes around those screens, well... CPUs are less flexible than OLEDs.
[0]https://www.alphr.com/sites/alphr/files/styles/insert_main_w...
Along with "transparent" displays you see in Avengers movies, this is something nobody _actually_ wants. It looks cool as a render, but it's completely impractical, and if the product like this existed and someone bought it, they'd take it back to the store the same day and get a refund. "Design is how it works".
may I ask who the supplier of your sensor was in the end ?
This is, apparently, the category that Microsoft wasn't even aware of. :-)
>> Garmin sells $500 units
The question is, how does their volume (and revenues, and mindshare) compare to those of Apple Watch? I've recently seen a statistic that Watch is now a bigger business than iPod ever was.