Everyone’s thinking the same thing: Samsung’s new smartwatch looks significantly better than the Apple Watch. Even the rounded scrolling control looks as usable or more usable than Apple’s digital crown. If Apple tried multiple designs internally, including a round watch — and I’m sure they did — why did they opt for a nerdy square shape that looks more like a computer than a watch? Especially in a product with such a focus on fashion that they felt the need to charge $10,000 for the high-end models.
Surprisingly, this might be Apple showing they can still choose a functional user experience over purely beautiful form and design. Square looks worse but it’s just more practical for reading text. The digital crown is a better fit for scrolling vertically.
It’s rare in the modern era of Apple (post-2000 or so) for the company to sacrifice beauty for usability. The iPhone is always thin at the expense of battery life. Mac scroll bars are hidden in the name of cleanliness. The new MacBook has a single new cable type which no one owns peripherals for. But with the Apple Watch, I think they built something with a foundation that could last for years, despite its initial awkwardness, and square was the right call.