In a separate post, Thompson suggests that Nike working with Apple could establish that "beachhead" on the iWatch, combining their talents at creating premium experiences consumers have shown great willingness to pay for. Too often, today’s wearables are solutions in search of problems, like so many other orphaned devices in the history of technology. "Suddenly, instead of a phone that uses surrounding screens, like the iPhone does in the car and the living room, why might not our wrist project to a dumb screen (with a phone form-factor) in our pocket as well?"
Such a device might start out, he argues, with limited functionality such as fitness tracking and is initially dependent on the iPhone while evolving to the point where that relationship flips.
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