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By Dan Moren for Macworld
Apple’s products are saddled with astronomical expectations, but in recent years perhaps none was so anticipated as the Apple Watch, Apple’s first go at tapping into the budding wearables market. It may not be fair to say that the Watch didn’t live up to those expectations, but early versions of the device, and especially its software, received a lukewarm reception.
Since its initial launch, Apple has taken steps to change not only the Watch and its operating system, but also its overall perception and marketing message. They’re ditching something that didn’t quite work in the first version—the high-end fashion angle—and focusing on what did work: Health and fitness tracking. In the long term, this arguably more important shift in focus has the potential to make the Apple Watch much more attractive and compelling to potential customers—including the fashion forward.