...and it's more than likely material that was deposited on top of the DLC coating, rather than an actual scratch of the DLC.
We have to remember that Apple's is a modern DLC preparation and that Apple most certainly sought out the best DLC plating company out there.
We've all been enjoying this scratch test video:
https://www.youtube.com/watch?v=02LAMOpEVq4
There's a number of discussions about DLC (both old and newer applications) that are of value here:
http://forum.tz-uk.com/showthread.php?223503-Personal-experience-with-PVD-DLC-watches
Not a bad discussion here either:
http://forums.watchuseek.com/f9/tru...h-tech-diamond-scratch-resistance-181216.html
(obviously, I've ordered the SB SS)
The problem is, most people equate PVD to DLC. Someone mentioned this earlier. The problem is, the jewellery / watch industry tends to call them all PVD, which means you're going to have a wide variance in terms of durability. You could use the PVD process to put almost any coating on a substance. If you use that process to bond DLC to it, and do a little preparation treatment in advance, you can create a finish that is almost scratch proof.
You always have to say almost - as while it is Diamond-Like Carbon, it's not diamond. Keep engagement rings away from your watch.
Everyone's hoping that this DLC coating is as good as that video demonstrates. (but, no-one's willing to risk their watch doing scratch tests either)