The Apple Watch, celebrating its 10th anniversary, has become synonymous with the smartwatch category. Its instantly recognizable design is as iconic in the tech world as some of the most established names in traditional watchmaking. While its form has been refined over the years, the core rectangular shape remains a key strength, solidifying its position as the definitive smartwatch.
A person wearing the Apple Watch Series 10.
The Rectangular Revolution: Why Square Won
Certain shapes define product categories. A dive watch evokes the Rolex Submariner, a pilot’s watch the IWC Mark series, and a rugged timepiece the Casio G-Shock. Similarly, the Apple Watch has become the quintessential smartwatch silhouette. Ask someone to draw a smartwatch, and they’ll likely sketch a rectangle, not a circle – the traditional shape associated with analog watches. This rectangular design intuitively connects the Apple Watch to the smartphone, its natural companion. Apple’s consistent adherence to this form factor, refined over a decade, has cemented its iconic status. The Apple Watch, whether a standard model or the rugged Ultra, is as instantly recognizable as a Rolex or Patek Philippe.
Market Domination and Mass Appeal
The Apple Watch Series 10 and the Apple Watch Series 3, seen from the front.
The Apple Watch’s ubiquity isn’t solely due to its design. Apple’s impressive sales figures have played a crucial role. From capturing 49% of the smartwatch market in 2016 to outselling the entire Swiss watch industry in 2019, the Apple Watch has consistently dominated. While market share has fluctuated, it remains the global leader in smartwatch shipments, demonstrating its widespread appeal. This market saturation has further reinforced its image as the default smartwatch.
Design Philosophy and Fashion Integration
A person wearing the titanium Apple Watch Series 10.
Apple’s success stems from a thoughtful design philosophy that embraces the watch as a piece of jewelry. The company understood from the outset that wearability and aesthetics were paramount. This focus on fashion, combined with collaborations like Hermés and a constantly evolving library of watch faces, has elevated the Apple Watch beyond mere technology. It has become a genuine fashion accessory and status symbol, contributing to the broader resurgence of wristwatches. The meticulous design of the watch faces, inspired by horological tradition, further sets the Apple Watch apart.
A person wearing the Apple Watch Series 9.
A Legacy of Innovation
A person wearing the Apple Watch Series 10.
The Apple Watch’s enduring influence is undeniable. Its rectangular design, once questioned, is now widely emulated, even by competitors. The subtle yet impactful refinements over the years have enhanced its look, feel, and functionality. Its futuristic appeal, combined with a classic watch-like sensibility, has captivated millions. The Apple Watch’s rich history, marked by continuous innovation and design evolution, parallels the legacies of renowned watchmakers. This curated history has solidified its position as the definitive smartwatch, a standard that other models struggle to match.
