If Tognazzini's iWatch vision is flat, it might be just a matter of emphasis.

ENGADGET: Editorial: iWatch app speculation is filler, not killer

"The focus is on slick production values, with insufficient emphasis on the depth of subject matter, " says Jeyaretnam.

CNN: GAINING CULTURAL CAPITAL

There was a heavy emphasis on numbers, describing a wide range of subject matter enemy attacks carried out, development projects completed, kilowatt hours of electricity generated, barrels of oil exported, palm trees sprayed against disease, chicken embryos imported.

NEWYORKER: The General��s Dilemma

As development on the iPhone 4 proceeded, field testing would have been limited because of Apple's emphasis on secrecy, said people familiar with the matter.

WSJ: Apple Knew of iPhone Antenna Risks