Businessweek published the entire interview with Tim Cook. I found his comments on the next chapter of Apple and Watch interesting. Leads me to believe Apple isnsaving some stuff for a launch keynote and perhaps that's when the "why" will become more clear. http://www.businessweek.com/article...-interview-on-iphone-6-and-the-apple-watch#p1 You talked about the next chapter in Apples story. Describe that transition: From what to what? The next chapter for us is about personal devices, about something thats even more personal than what we had before. And I think the watch is a great place to start that. And it has a lot of tentacles. It has a health and fitness component that were really excited about. It has an intimacy in connection and communication that were really excited about. It has the ability to control things. Im using Apple TV as an example, but you might use your imagination on where that can be. Home appliances, perhaps ? And because youre not searching for yet another object in your home to get to, this is an object thats attached to you. Theres loads of things that you can do with it. The list that weve come up with is really long. But frankly speaking, as we open it up for developers, its going to get a lot longer, because theyre going to come up with things that we havent even begun to think about. And of course, we have iBeacon over on the side that a lot of people have forgotten abouta very interesting technology that were using in our stores. And you can imagine a future connection there that is interesting.