Apple’s smartwatch will challenge marketers to find ways to deliver more concise, personal messages as consumers are drawn to a fashionable wearable with baked-in high-tech features that augers to jump-start the market. “Apple focused on making a beautiful, fashionable watch, which happens to have high tech baked in, rather than position it as a computer that has been baked into a wrist-wearable,” said Linda Bustos, ecommerce analyst for Elastic Path Software in Vancouver, British Columbia. “This is likely to have more appeal to consumers, and may propel smartwatches into mainstream.”