[moeedm]

Jony Ive was pretty clear about why they didn't go for a round face in his interview with The New Yorker:

> Ive later tested watchbands by wearing them outside the studio with other watches. The shape of the body, meanwhile, barely changed: a rectangle with rounded corners. “When a huge part of the function is lists”—of names, or appointments—“a circle doesn’t make any sense,” Ive said.