James Lileks points out that Apple does not get the media attention for being innovative (at least, not just for innovations):
What’s that, you say? You don’t want an Apple Watch?
Let’s talk about that.
People seem obliged to offer substantial, reasoned arguments why they don’t want one — and that seems proof that Apple’s cultural position is enormous. I mean, imagine it’s 1956, and Kelvinator just brought out the new Fido-Matic Fridge that automatically extrudes moist dog food into a bowl at preset intervals. The press wouldn’t say boo. The Today show wouldn’t do a live report from people queued up at the Kelvinator store. There wouldn’t be bitter battles in the letters-to-the-editor section about Kelvinator fanboys falling for the latest gimmick, and besides Frigidaire did that last year.
But Apple invents something, and the world is riven into two camps. Those who desire, and those who decline. The former group is regarded with less interest than the latter, since those who want the Watch are assumed to be devotees of Apple who would pay $199 for a white plastic brick used to prop open doors.
The people who don’t want them — ah, they’re the ones who make for good copy. They’re the rebels now. If I were a New York Times editor, the day the Watch was released I’d run a lifestyle-section story about men in Brooklyn with carefully curated beards who repair 1950s watches, and how this attention to the craft — nay, the art — of timepieces stands as a Contrast, and perhaps a Rebuke, to the overcomplicated Watch the sheep are lining up to get.
“It’s just an honest thing,” the watch-repair guy (Josh, I’m guessing) would say. “You hold it to your ear, you hear it tick. It manifests time in a real way. The delicacy of the movement — it’s almost intimate, to have a machine on your wrist with such precise detail, devoted to just one thing. The time.”
Yeah yeah. Go have a sarsaparilla, hipster. Look: You don’t want an Apple Watch, you don’t. But reject it for the right reasons — and that’s not because it’s another screen that takes you away from dealing with humanity, because that’s not what it is.