VERDICT & RATING
The Apple Watch Series 2 earns a rating in this review of 8 out of 10. Unless and until Apple makes the big switch in smartwatch format to a circular design, they will not earn a 9 out of 10 from this stream of reviews for the Apple Watch Series 2 or 3 or even the Series 4.
It is nearly incomprehensibly beyond my understanding how the very iconic and innovative global tech company that made such a huge hit out of multiple successive product generations of the original iPod’s highly acclaimed circular bezel does not now appreciate how seamlessly efficient this makes the current smartwatch user experience.
The only thing I can chalk it up to is the DIY mindset of the existing corporate commitment to the rectangular design and a bit of misplaced design bravado. Just because you can make an early 21st century wristwatch look like a square or rectangular Mac computer screen does not mean it is the optimal product design for the human wrist.
In the opinion of this review, Apple is leaving billions of dollars in future annual revenue streams and tens of billions of dollars in future market capitalization on the table by refusing to change the format of the Apple Watch to the format that humans are more preternaturally inclined to adopt for their smart wrist timepieces cum smartwatches.
Samsung switched midstream from the rectangular Gear smartwatch to the circular Gear S2. Now, if Samsung can do it, certainly Apple can too. Where there’s a will, there’s a way!