Gruber has perfected the art of knowing your audience - and his audience is people who are neck deep in the Apple ecosystem. His writing is practically a prescription for managing post-purchase cognitive dissonance for Apple consumers.

I think he's an excellent writer but let's be honest, he doesn't really "review" Apple products any more than their marketing department. Apple could re-introduce the Newton and Gruber would be writing about it's "elegant simplicity" and "thoughtful processing".

I'm sure the Apple Watch is neat tech, but from what I've gathered, it's suffering from "version one syndrome" a little more than most of their product launches. That said, it will probably be a wild success anyway if only because it's an even more conspicuous consumption signal than the iPhone...