Apple did the right thing by releasing dozens of customization options for watch. They also did the right thing by having different sized watch mad phone. The whole average adult hand size is just that. Average. It ignores the fact that women have much smaller hands and wrist.

Phone has evolved to become everyday life commodity. You have to consider practical needs for devices that are going to be on you half your waking life.

What worked for apple in the past may not work for them in the future. For what they are they are solid devices.

The bigger problem apple has isn't the marketing. Its that they are making products that are predictable.