https://www.theregister.co.uk/2018/06/07/watchos_and_the_web_what_next/

Analysis Features introduced in the latest version of Apple's wearable OS suggest Apple wants to produce more sophisticated small computing devices and avoid getting embroiled a straight fight with fitness trackers.

That's a reasonable strategy, for the killer features of the Apple Watch so far have turned out to be not apps, not payments, and not phone calls, but ... waterproofing.