The glut of iWatches products is reminiscent of the MP3 player market pre-iPod era. Must be nice for Apple to have all these guys on the field testing the viability of this new product category first. I can see Apple buying all these iWatches then have a group of designers and engineers doing an autopsy of each, to see what works and what does not work, to create a true killer product.
I think it obvious that Apple is suggesting to buyers that they are the Mercedes Benz of smartphones. For a decade the Mercedes S Class is the top of the line model while the more affordable C Class infused with older technology yet still commands a premium value.
I worked in the design industry for 10 years, and yeah, what DESuserIGN expressed about Starck is pretty much the consensus in the design community and it's pretty accurate. The correct comparison would be Steve Jobs taking credit for Jon Ive's hard work which the latter had admitted the former did often.