[vicbrooker]

Personally, I can't agree enough with this. Positioning the wearable as a "iBracelet" means that it can be work at the same time as a consumer's watch; whereas an "iWatch" potentially limits the market.

That said, I can completely understand the position of making an iWatch and forcing the choice between existing watches and Apple's. However, to me it's better to competing with fitbit than rolex.