Circular screens still dominate the premium market - Garmin are leaders here and they use circular screens.
Apple watches are decisively midrange and aimed at teenagers as a fashion accessory; they are not serious smartwatches.
Apple don't stand a chance in the real smartwatch market above $500.
If I am honest, both watches are very different.
Garmin Fenix/Epix is a Sports/fitness watch with a bit of smart watch thrown in.
Apple Watch/Ultra is a Smart watch with a bit of fitness/sports watch thrown in.
I have both, so before the Apple crew all start piling in, I would ask you to go to your PC/Mac after a workout and log in to your Apple Fitness or health accounts online and check all the details of your last workout. Oh, we can't, there is no such facility.
Login on line to your Garmin account and scroll through pages and pages of data from your last workout, there is so much more than Apple provides on their phone, but, you can get the same info on a phone using the Garmin connect app. Try looking on your AW at your heart rate in real time, or the steps you take in real time, try to not charge your AW for 10 days. You can't.
They are both different watches, I love em both, but a lot of the people here that are comparing the Garmin watch with an Apple Watch, just are going on hearsay or what they have read. Apple has a long way to go in the health and fitness stakes compared to Garmin.
Both work brilliantly with an iPhone, the screen on the AW is by far and away better than my Fenix, (The screen on the Fenix on the photo below makes it look a lot better than it is, there is a reason that the battery life is so long and that is the very low contrast on the face)
I suspect it would still be a lot better than the screen on the Epix. Notifications and integrating with the phone, again, I don't think anyone could beat Apple. Apple Pay on AW, Brilliant. Google pay on Fenix isn't supported by most banks in the UK so for me is useless. Looks? For me, even the AW Ultra looks better than the Garmin.
Both are fabulous at what they are meant to do, I will keep both.