https://techcrunch.com/2022/09/07/up-close-with-the-apple-watch-ultra/

Yes, the new Apple Watch Series 8 looks nice. New features like a temperature sensor and crash detection are clever, but let’s be honest, we’re all going to walk away from today’s big event talking about the Apple Watch Ultra. Love it, hate it, even feel generally indifferent toward it, the product stole the show from everything — including, arguably, the iPhone 14.

The headline here was: Apple is coming after Garmin. There’s plenty of truth to that. The thing I think we often forget to talk about when discussing this is how consistent Garmin has been in the category. The company regularly sits in the top five for smartwatch market share and even higher for revenue. It’s been a successful pivot for the company, following the decline of standalone car GPS units.