Yes I think this is why the iWatch has largely been a failure. There wasn't really a watch out there that was getting real traction despite itself so that apple could come along and add the missing ingredients and "boom"! It's the downside of when there is so much pressure to have "another hit" but your skill isn't creating something out of thin air but rather taking something that has real upside if you can get all the pieces of the ecosystem (hw/sw/contentproviders) to hum together.