The Cupertino tech-giant has moved into the world of horology with their flagship smartwatch.

Fight, fight, fight: Why Apple and Swatch hate each other so much

Sometimes a professional rivalry gets personal. Grievances build up, eyes narrow and suddenly it all explodes into a fireball of drama and animosity. Something like that is now raging between Apple and Swatch in a long-running feud that, from the outside at least, seems petty, vindictive and wildly entertaining.   The two companies just keep throwing punches in a succession of legal spats. The latest came last month, when Apple lost a legal bid to block Swatch from registering Steve…

Apple set to release a more rugged Apple Watch Explorer Edition to compete with G-Shock

Apple now sells more watches than the entire Swiss watch industry. But not satisfied with its extraordinary dominance, the brand is now reportedly looking to expand its watch portfolio. The company has explored many materials, including aluminum, titanium, stainless steel, ceramics, and even 18K gold. Throughout these designs their case profile has remained largely unchanged, the greatest evolution being larger screen/case sizes. Given their extraordinary success in the category, there has been little incentive to rework the externals – instead…

Why can’t the watch industry match Apple Watch straps for comfort?

Fact: we are stuck in the strap-technology stone age while the world is moving on. Is the 100-year-old technology of the spring bar beautiful nostalgia? Or simply large manufacturers being lazy? We all have a story of that one time, changing a strap to match up that outfit, fiddling with a screwdriver, scratching the lug, only for the spring bar to go ping! Off into the world, never to be seen again and you obviously didn’t have a spare 20mm…

RECOMMENDED READING: Apple now sells more watches than the entire Swiss watch industry

Whether you like it or not, the Apple Watch is here to stay and has proven itself the most popular wristwatch in the world. A watch for all people, whether working class, a professional athlete, or celebrity … everyone has seemed to hop on the Apple bandwagon. But is that really any surprise? The reality is it is an extension of your phone, another screen to engage with. Apple has already gotten users so addicted to their products, they introduced…

3 ways the Apple Watch Series 6 could help to protect you from COVID-19

This year has been unlike any other in recent memory. Almost unlike any in living memory. And while that has been for a multitude of complex reasons, much of the responsibility can be uncontroversially laid on the shoulders of the COVID-19 pandemic that has spread across borders. While this has been a global catastrophe, the response to the virus has been- at its best – inspiring, as governments and both public and private organisations have pooled resources, shared information and…