First off I don't own an AW. So this is anecdotal info I've heard on MR, and some friends who do own one. Most seem to like their watch but find it's rather expensive for what it does. Apps (other than built-in ones) are not used very much. With Apple's pivot towards fitness, perhaps a simpler, cheaper Fitbit style band from Apple is needed. It would be great for those who just want steps, calorie count and notifications. It would be say $159-199 (with and without GPS), 1gb of music storage, and have a week of battery life. Keep the existing 'face' watch for those who need apps or need to see more data/power. Thoughts?