"We couldn't figure out how to make a bunch of people buy this ugly thing unless they were already neck-deep in the ecosystem. For three years we tried to make it legitimately useful in its own right! Or at least somewhat attractive. You know, so that if you wear it in a photo it doesn't immediately date the photo. Then when you look at a nice photo where everyone is dressed up there isn't this ugly thing on your wrist that screams "2015!" or whatever. But yeah, this is a tough nut to crack. I'd go so far as to say it's an AirPower-level problem in terms of difficulty."