content: Apple took big a bet on their watch. It never sounded like a good idea, but Ive is in charge now and he seems to be more of an inventor/tinkerer than the less idealistic and playful but competitive Jobs, who was more into taking market share by producing better versions of existing products. There was some overlap between the two in that Ive's sensitivity/aestheticism appealed to Jobs' craving for perfectionism, but that watch likely would not have been released if Steve was still around.