There's a great TED Talk by Simon Sinek where he explains the golden circle, and says "people don't buy what you do, they buy why you do it." This author plays the neutral card unlike many others who buy in (literally and figuratively) to Apple's "innovation", which is already widely available. Moto 360 anyone?

I think it's interesting how Apple omits key details, including price and battery life, if favor of spectacular displays and forged examples of everyday use.

I think as a society, we aren't ready for a smart watch yet, but if we are, I'd imagine the Apple Watch success would stem from the brand more so than the product itself.