That&#x27;s a big part of it.  Also, there is at least one other parallel to the phone space:  customizing your desktop wallpaper and ringtones.  The original iPhone didn&#x27;t have many options in this regard whereas many others did.  Later, they added more options to customize these things more thoroughly (though never to the extent of homescreen widgets).<p>On the watch side, I don&#x27;t have an Apple Watch but I picked up a Moto 360 for around $150 last year.  Not gonna get into the eternal Apple vs. The Rest debate but one things I&#x27;ve noticed (aside from agreeing with your thoughts on the adequacy of using it as a simple phone extension) is that my other most common activity is changing the face of the watch.<p>It seems like such a simple thing but honestly, if someone offered me a $150-250 watch that simply told me the time and mirrored notifications from my phone, I might not be too enthusiastic.  But if the proposition was just $150-250 for a watch where you could change the face to look any way you want, I think I&#x27;d still be tempted even without much in the way of other &quot;smart&quot; features.<p>There&#x27;s a huge range of watch faces I can download and there are simple tools that allow me to make my own.  I can easily swap from something minimalist to something that looks like a luxury watch to something that looks like a Fallout Pipboy to something that looks like a neon sign with a couple of taps on my phone or watch.<p>It&#x27;s something I didn&#x27;t expect to care much about but the sheer flexibility of a programmable and customizable watch face has made it one of those head-slappingly obvious features I should&#x27;ve seen a mile away.<p>I wonder when&#x2F;if the Apple Watch will give more options in this regard.  Because no matter how cool the apps are, a watch is still a personal piece of jewelry as well.  When that piece of jewelry is also a computer with a display, there&#x27;s a lot of room for customization and personalization, even if they want to keep the core interface the same for consistency.  A user-defined or even user-created default face for when your watch is just sitting on your arm would be great to have, even if tapping or interacting brought up the standard Apple Watch interface.