Apple's watch design: stuck in a rut or smart strategy?

For years, rumors of a radical Apple Watch redesign have circulated, yet the device continues to resemble its 2016 predecessor. While competitors like Samsung and Google are incrementally iterating on their smartwatch designs, Apple seems content with a strategy of minor updates—a tactic that's proving surprisingly effective, despite the apparent lack of excitement.

The decade-long wait for a major overhaul

Mark Gurman at Bloomberg recently reported that the upcoming Apple Watch Series 12 will maintain the existing design language. This would mark the third generation of Apple’s smartwatch to stick with the same aesthetic since the Series 10 introduced updated sizes (42mm and 46mm) and a slightly thinner profile. The persistent whispers of an Apple Watch “X” – a dramatically redesigned model slated for the tenth anniversary in 2025 – have faded into the background, underscoring Apple’s apparent unwillingness to fundamentally alter its iconic square design.

The company isn’t alone in its design consistency; both the Pixel Watch 4 and Galaxy Watch 8 share striking similarities with their predecessors. Samsung, however, distinguishes itself with offerings like the Galaxy Watch Ultra and Galaxy Watch Classic, demonstrating a willingness to cater to diverse aesthetic preferences. But Apple’s steadfastness begs the question: is a radical redesign even desirable?

Few consumers, it seems, are clamoring for a circular Apple Watch. While a shift to a round face might appear revolutionary on paper, it would fundamentally alter the user experience and potentially alienate a loyal customer base accustomed to the current interface. The current design, while perceived by some as “boring,” is arguably a testament to its functionality and ease of use.

The truth is, Apple’s approach reflects a broader industry trend. There’s a certain inertia to established designs. Why reinvent the wheel when the existing model performs adequately? But as competitors push the boundaries with innovative materials and form factors, Apple faces increasing pressure to justify its design conservatism. Perhaps a more subtle evolution—refined materials, improved display Technology, or a focus on modularity—would be a more prudent path forward than a complete overhaul.

The latest report suggests that a significant redesign isn’t likely before 2028, if it happens at all. Until then, expect more of the same: incremental upgrades and a familiar, square face. The clock, it seems, is ticking on Apple’s design strategy.