I certainly don't agree with it. Wearables have a lot of potential, but wearable watches are fundamentally not a great idea - for practical reasons (screen too small, limited battery life) and for marketing reasons (can't compete at the low end, certainly can't compete at the lifestyle/status display high end).

Watch isn't even primarily a watch - it's an iPhone remote. And that's getting into rarefied meta-product territory.

So unlike the iPhone and the home computer, both of which have obvious use cases, Watch is still trying to define a compelling reason for existing.

But this just highlights the current Apple problem. Cook designs products using a very simple heuristic - smaller, bigger, thinner, more colours: basically good enough.

Jobs used to use a different heuristic - magical, original, creative, obviously useful, with world-beating production values.

It's a completely different approach. And you can see that in Watch.

Watch has no magic. It's good enough - barely, more or less. But that's all it is.

And if you're aiming for good enough instead of magical, it's too easy to fall short and end up with not quite good enough - which is where many Apple buyers are feeling the current product lines are heading.