I think people who buy AWs aren't so hung up on circular. The reason is simple: most people buy AWs because of its health and information features. You can display way more information on a rectangular display than a round one. In my opinion, a round AW will never happen - because it would require rewrites of nearly every application. Not just the built-in ones. And, if Apple also continued the rectangular ones, developers would have to maintain two versions of all their apps. And for what? To capture the relatively low number of old folks or watch snobs who think 'round is better'?