That's what I think it is. Similar to all other smart watches that have come out, Apple's advantage is a cohesive design and a huge fan base. However, where I think this will fail, and it looks like it is headed the way many others in this space have gone, is that it's not practical. Watches have a different function from the usual electronics - we do expect phones to run out of battery, as do we our tablets and laptops. Having to recharge our watches is not something anyone has been used to, and it just isn't something most would want to bother with. Add that to a very small screen, the ability to only work with very specific host devices and functions that don't work all that well....I think you see what I'm trying to say.