iWatch Must 'Top iPhone' In Variety Of Ways To Be Success, Ex-Apple Designer Claims

Ex-Apple designer Hartmut Esslinger does not see Apple's rumored smartwatch, the iWatch, simply launching to massive commercial success without the right formula. In a new interview with Business Insider, Esslinger explained there should be more skepticism that Apple will immediately hit gold with its first smartwatch offering, adding that the device will need to stand out from one Apple product, in particular, to sell:

"When Apple eventually launches the long-awaited iWatch, it has to top the iPhone in function, design, and prestige - anything else would be completely illogical," Esslinger said. "The current smart watches are a misunderstood issue because I don't think there's a real need for another device to access a smartphone already in the hand or in the pocket of the user," he said. "It makes sense to make technology more wearable, but it must be a complete device."

A recent survey from investment firm Piper Jaffray similarly suggests consumers aren't necessarily seeing the appeal of smartwatches yet.

When asked the question, "Would you buy an Apple iWatch if it cost you $350?," just 14 percent of survey-takers indicated they would pick up the device, CNET reports.

Piper Jaffray's survey of 100 people, which targeted North American adults with an average age of 32 and a household income of $130,000, was about on-par with previous poll results from the firm - 12 percent in October and 17 percent (with teens) this past spring.

The figures certainly aren't a great indication that consumers have changed their minds on smartwatches. One way Apple hopes to do make the device more appealing, however, is with health and fitness-based features.

Among those polled by Piper Jaffray, 18 percent indicated they already own a fitness band (half of which were FitBit products). Fifty-six percent of those who own the band said that they wear it every day. Meanwhile, 18 percent of those who did not own a fitness band indicated they plan on buying one over the next year.