What would actually make the Apple Watch better? After a decade of refinement, the device is undeniably the gold standard in wearables—popular, reliable, and deeply integrated into the Apple ecosystem. Yet, recent data shows a troubling trend: Apple Watch shipments dropped 19% in 2024, marking the first annual decline in the smartwatch market. Demand is waning, upgrades feel incremental, and users are asking a quiet but persistent question: Is there still a reason to upgrade? The obvious path—adding more AI—feels like a step in the right direction, but not a transformative one. While Google’s Gemini on Wear OS enables more complex, multi-step interactions, it hasn’t yet carved out a clear identity. A smarter Siri on the Apple Watch might offer similar capabilities, but without a breakthrough in how AI integrates into daily life, it risks feeling like a feature tacked on rather than a revolution. Apple’s AI ambitions are likely still in early stages, and this year may not deliver the magic. Instead of chasing flashy tech, Apple should focus on what users have been asking for—real, meaningful improvements that address long-standing frustrations. Third-party watchfaces, for example, are a low-hanging fruit. Apple has long resisted full customization, citing consistency and performance, but the demand from users is clear. Allowing truly customizable, app-integrated watchfaces—like those on Wear OS—would give users more personal expression without sacrificing reliability. Then there’s the elephant in the room: the iPhone dependency. While Family Setup allows limited use with Android, Apple hasn’t opened the door to full functionality for non-iPhone users. Yet, there are countless Android fans—especially those invested in foldables or other ecosystems—who would happily trade their Samsung or Google watches for an Apple Watch if they could use it independently. Apple’s strategy of ecosystem lock-in has worked for years, but it may be costing it in market share. Battery life remains a top complaint. A 18-hour battery is still standard, and even with optimizations, users are forced to charge daily. A 30-hour or even 48-hour battery with minimal size or weight increase would be a game-changer. And while noninvasive glucose monitoring is still far off, better sleep tracking—especially more accurate nap detection—could make the Watch a more trusted health companion. Other practical upgrades matter too: Touch ID on the digital crown to replace passcodes, the ability to send messages in WhatsApp or Instagram directly from the Watch, an always-on display on the Apple Watch SE, and precision-start workout tracking for Series models. These aren’t wild ideas—they’re refinements that solve real user pain points. Most telling, though, is the recurring request: “Just put the full Health app on the Watch.” Right now, the Watch shows a simplified version. For users who want full access to their health data, trends, and insights without needing to switch to the iPhone, this would be a massive leap forward. Apple doesn’t need to reinvent the wheel. It needs to listen. The Pixel Watch 4’s updates, while modest individually, convey a clear vision: AI as the future of wearables. Apple doesn’t need to go that route—but it does need a renewed thesis. Without a compelling direction, even solid upgrades feel like maintenance, not progress. The best thing Apple could do isn’t a new feature. It’s a new purpose.