https://techcrunch.com/2018/09/12/apple-watch-series-4-up-close-and-hands-on/

I’m sure somewhere out there, there’s someone who wants nothing more in this world than a circular Apple Watch. That person, I’m sad to report, was once again disappointed with the outcome of yet another Apple event. Circle-sporting invites and office buildings aside, the squircle works well for Apple, so it’s sticking around for the time being.

In fact, that was a bit of a broader theme with today’s announcements — most of the updated Apple brand magic is happening under the hood here. That said, there is one key distinction from an aesthetic standpoint this time around: the logical extension of Apple’s ongoing war against bezels.