All smartwatches are gimmicks, and they all have terrible UI's; apple hasn't changed any of this. It's ultimately paying a lot of money for something you'd need to charge every twelve hours and does nothing more than mean you can see notifications without pulling out your phone (just see them, not do anything about them, so you need to pull it out anyway), and in some cases fulfill the functions of a £40 fitness band in a substandard way.