Apple's biggest asset is the fact that it's the only computer company to care about UX. All other companies try to sell computers as if they're engineering or business tools designed for engineers or business people.

So you'll often get a load of crap and bloatware which is only really there to underline the fact that a lot of engineering has happened. (It's like Japanese hifi which always has something like "SuperDynamic Extra Bitwidth HyperTechnology" on the front somewhere, so you can tell it's not just another generic amp, or something.)

Only Apple tries to sell computers to non-technical people.

Nokia would have done the same thing if they'd moved into the computer market, but they didn't. They got very close with phones, but Nokia were never run by a dictator, so the culture was too unstructured and chaotic to really nail it.

Microsoft tried it with Win 8 but got it unbelievably, insanely wrong, mostly by thinking all you have to do is dumb down the UI and add really loud colours. (Clue: no.)

Unfortunately I think the plot has been lost with Watch, which is a lifestyle product whose only real point is to be a lifestyle product.

Unlike everything else Apple has made, it's not obviously useful and trying to be beautiful - it's trying to be beautiful, because Apple.

I hope that's not the beginning of a trend. Maybe a serious use case will appear, but it's clearly not doing it for the market yet.