Earlier quoted context omitted.
I especially liked the extension of complications in Apple Watch. The ability for developers to define the 'home screen' appearance of the watch is an important advancement that enables users to control their own technological identity. The Watch is the most important place for consumers to define their own 'GUI brand'.
When you put it that way, I want to throw my Apple Watch in a river. Technological identity? Consumer defined 'GUI brand'? Yikes.
Apple harps on every year about how their Apple Watch is the most personal device they sell. Personal. Intimate. Love. Magical.
Yet, we still buy the things because we find our own sense of value in it.
Clearly, we don't pay much attention to buzzwords in the marketing. I don't know why you'd start now with some random comment on HN.