Has Apple created another breakthrough tech device?

The iPhone 6, though much anticipated, was OK but rather underwhelming.

Apple Watch
Apple Watch

It lacked the usual earth-shattering, breakthrough drama that we have come to expect from Apple and turned out to be the same old stuff, updated.

My initial reaction to the Apple Watch was, "Oh. It’s a watch". And it didn’t fill me with confidence that one of the first selling points was that it automatically adjusts to the local time zone – hardly a difficult task. But Apple has a very practised and seductive way of selling its products, and the more I heard, the more I was seduced.

I like the way Apple creates products around its existing devices – this is what sells it to me. It’s not a watch, but an integrated lifestyle device that slots in seamlessly among the iPad, iPhone etc.

Design-wise, as expected, it looks great. And I love the "digital crown" – a really clever way of using technology to update something we’re all familiar with.

Can’t wait to have a play.

Graeme Haig, design director, Lambie-Nairn

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How easyJet transformed customer data into emotional anniversary stories
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1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

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