Apple's Watch is designed to be both fashionable and functional.
Apple to Bring Back Matte Displays as an Option on More Macs?
The transition towards glossy displays appears to have been sparked by the original iPhone, whose glass touchscreen and black border resonated well with customers. The reception was favorable enough that Apple, in a bid to push the envelope and standardize materials across its product families, gave similar treatment to its iMac line a few months later.
Further emboldened, Apple announced in October its new line of unibody notebooks would also forgo matte displays for glossy ones, with the exception of a $50 antiglare option on the pricey 17-inch MacBook Pro. These new displays "provide crisp images and vivid colors which are ideal for viewing photos and movies," Apple said, "and the edge-to-edge cover glass creates a smooth, seamless surface."