Based on a week’s worth of articles, Tweets, ‘blogs and comments, it appears that many watch wearers are rebelling against the name of Apple’s latest release, the Apple Watch. It’s not clear whether this is because they think that the Apple Watch has crossed the WW Boundary** or whether this is just horological snobbery from the #watcherati. If the Apple Watch has, indeed, ceased to be a watch of any kind and should now be called something else, it seems highly likely that Apple would have already told us. In the same way that nobody has been asking for a new name to describe the smartphones that we all use – even though they are almost comically removed from the pdQ 800, let alone the IBM Simon – I’m happy to continue to use the term.