He's right about the iPhone but not the watch. Jewelry is a completely different sector where individualization is not just nice-to-have but absolutely required. They would sell a few watches to die-hard fans if they didn't show "the 60", but they would miss the market they are trying to hit: people who wear watches. In effect, the ONE is the 60.

I'm not saying it was a perfect launch, and they may have gotten it right unintentionally, but they still got it right.