I'm one of those that finds the Apple Watch to be a visual monstrosity, i.e. Samsung-like. A round Apple Watch such as this would have been superb: http://www.theverge.com/2014/9/11/6134981/apple-watch-round-concept-photo-essay But my greater fear is that in the future there never will be a round Apple Watch in future iterations. If the groundwork of the Watch OS is being laid now, can it be adapted later on for circular with all the infrastructure of apps being developed in tandem? e.g. if, now, with millions of rectangular apps in the App Store, you can't simply change the iPhone screen to a circle. There's too many legacy apps out there. Once you start, you're stuck in that direction. It's like Microsoft being stuck with the Registry - it is so fundamental that it can't ever be changed. For the increase in size, in the jump from iPhone 4S to 5, it was a simpler matter of lengthening the size of the screen, whereas, once the Watch OS is cast as being square/rectangular, those paradigms in apps are not going to translate to a circular screen. I think we're stuck with the square Apple Watch for at least a decade or two, until Apple degenerates into a has-been, like the parade of once-great corporations, e.g. Blackberry, Sony. Most young people weren't around in the mid 1990's when Sony was so strong in innovation and quality that people would pay extra to get a Sony, hence, the marketing slogan "Because it's a Sony". In 20 years time, are we going to tell the young people there once was a market leader called Apple, who were so innovative that people would pay a premium for their products. Sony were like that 20 years ago.