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This watch face is GORGEOUS. I use the "off" mode. I will keep wearing it for a week!
And then I will switch it on the "on" mode. And wear that for another week. It's so aesthetically pleasing.
 
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I like these faces that are not possible on an analog watch. The Apple Watch design doesn't imitate a traditional watch so why should the faces.
 
Who owns the watch? Us or Apple? reasoning like that is just absurd. The brands are well established. There's no need for this sort of control.

You own the physical device, but you don‘t own the software; you just have the right to use it.

You can of course find all of the reasoning wrt watch faces absurd, but that is just how I believe Apple thinks about this and why a „watch face store“ may never happen. You can take it or leave it, I guess. Inside Apple, design matters much more than inside any other tech company, so they make decisions and get quite precious about it. If you don‘t want this, you can always get Android/WearOS and tinker/modify/personalize all you like.
 
Then I should be able to load software of my own on it right? But they don't allow that either.

Jailbreaking isn‘t illegal. So yes, theoretically you could put your own software on it, but Apple certainly won‘t help you with that.
 
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