While numbers of Apple bricks have not been disclosed this notice magically appears. There is no explanation, no sorry we bricked your expensive watch, just a suggestion to do a “cold boot” or go back and see the geniuses that caused this in the first place.
Later Apple stated, “A very small number of Apple Watch customers experienced an issue while installing watchOS 3.1.1, so as a precaution we've pulled back the software update. Any customers impacted should contact AppleCare, but no action is required if the update installed successfully. We are working on a fix for an upcoming software update."
Reddit threads seem to indicate the problem is very widespread and while it has been reported as affecting Apple watch V1, it seems more prevalent for V2. The first indication is that the update process takes longer than a few minutes – then it is brick time.
Wearables have polarised into two camps – the fitness band style that is going great guns with an 85% year-on-year growth and smartwatch where Apple has had a 71% decline in sales in the same period.
Admittedly Apple’s decline was in part due to potential buyers holding off buying the flawed Apple watch V1 but as IDC says success of the Watch 2 will be muted as the smartwatch category continues to be challenged.