But that's precisely a problem with the hardware and features and not the messaging. If they're not communicating a clear message about why it should exist, it's because they've failed to figure out a highly compelling reason why a watch that isn't a smartphone and has limited ability to operate independently of a smartphone, yet is bulky, has low battery life and costs $350-and-up should exist, other than "because it is beautiful and from Apple" (which is what the video was highlighting) or "because we need to grow our revenues to avoid disappointing Wall Street's now-crazy expectations".