There are a million ways to eff up design. The Apple Watch and its OS are elegant and do a great job. It's basically a masterclass in design. Remember, the best design is largely invisible, when things just feel obvious and intuitive. Which describes the Apple Watch to a T.

Finding product-market fit for health is a separate issue -- that's not the design department's job.

Ive's job was to design a brand-new smartwatch from scratch and he and his team knocked it out of the park.