The problem is that apparently all current screens do get scratched. Once they are, they lose a lot of resistance to impact. And if sapphire is to be used on a watch, it makes certainly more sense than gorilla glass.
With all the hires they've made it seems clear that they are working on some kind of wearable, with the watch being the most probable. They are not going to put a heartbeat sensor on the back of their phone like Samsung did.
More than that are all the works by psychoanalysts that have shown how repression works, and how calling something a 'sin' won't make it go away.The philosophical works by Sartre, Nietzsche... Christian people are hundreds of years late.
What I find amazing is the view of the building from where they'll bring all journalists for presentation. It truly looks like a starship has just landed in the fields. I can already imagine the pictures coming during these event live feeds, before the keynote.