Have you tried one on? I think the watch looks thicker than it is, or appears when worn. The ads do a disservice in that respect for those for whom it's a concern. I actually like it for my needs, but I also don't wear it everyday. I have to say one reason Apple needs to change the form factor is because, even at 30 million watches, there's enough out there that they need more diversity. A different color metal or watch band doesn't do enough to alleviate the clone-like effect the watch is starting to evoke, made worse by the clean simple lines.
At first people were attracted to the sensation of the newness and curious onlookers would admire it for that reason. It's so commonplace now that it's starting to lose any appeal as as a unique statement of an individuals style. Wristwesr has always been that. Now it's taking on a sterile mass-produced quality that gave digital watches a bad name in the first place.
So time for a change. Round, thinner, more details, whatever, just stop flooding the market with more of the same cookie-cutter watches, that communicate more of a corporate ideology than individual personality.
I think those that decry that Apple will never make a square watch because of the developer UI hurtles, are still thinking of the watch as another Apple computing device with a display. The reality is, this is Apple's first wearable, which changes the way people perceive it. It can't be 100% ergonomically functional as a computing device, as it has to take into consideration the individual customers taste and style in consort with how they otherwise adore their bodies. In terms of maintaining the current functionality of the watch, a round design would make the greatest impact in offering something completely different to its customers in terms of personal choice -- but it doesn't have to be that radical.
Clearly Apple is at the point where they don't need the watch to advertise itself as an Apple product. So they can change the design in such a way that it doesn't look uniquely Apple, but instead embrace details which will help individuals distance themselves from the masses, in turn making it more attractive to customers who have not jumped on the bandwagon, yet still encompass the hallmarks that define it as an Apple product.
I think Apple understands this, or they would have never offered the Edition, Series 1 or 2. The simple fact is people wear things that don't often service practicality. Stilleto heels for instance. Hard to imagine wearing an Apple Watch with a pair of those actually. Men are a little more practical, but I also see that trend sliding, particularly among young men, with calf high pant lengths, etc. At a certain point then, Apple hits a wall by cranking out the same design and hoping people come around. While that works with iPads, and Macs, and even iPhones, people don't wear those. A black square glass slab, in a square metal case, on a colored band, like everybody else's, isn't going to work for likely a majority of people, no matter what it does for them.
