• Fast Company, Wednesday, August 17, 2016 9:05 AM

Sometimes I have to take a deep breath and remember that Apple isn’t in business to entertain me. It's in the business of selling devices that look cool and work well, to as many people around the world as possible. It won't always seem magical. Sometimes Apple products will follow perfectly reasonable roadmaps responding to legitimate market demands with perfectly reasonable sets of incremental improvements. Yes, perfectly rational—and kinda boring. If reports about the forthcoming Apple Watch 2 are correct, this may be one of those times.

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