Apple really is making an iWatch - but it might not be released for more than a year.
Tech blogs are reporting a fresh move by Apple by hire engineers to work on its currently theoretical - but patented - wearable computer.
The news indicates both that CEO Tim Cook is serious about making a push into wrist-based mobile computers - and that the device is nowhere near being ready.
The news comes from the Financial Times, who cite sources "familiar with the matter" who say the "aggressive" hiring initiative represents fresh impetus to get the device onto the market.
The FT says that the move "raises questions over the ability of its own engineers to develop wearable technology" and adds that development has been slowed by "hard engineering problems that they've not been able to solve".
Engadget said that the timing indicates Apple's iWatch - or whatever the device will be called - won't be ready until late 2014.
It had previously been reported that more than 100 engineers were working on concepts for the device, while the hiring of the former Yves Saint Laurent CEO Paul Deneve also hinted at the iWatch project.
And with Samsung, Sony and Google all prepping their own wearable products for the mainstream market, Apple will want to ensure that it doesn't miss out on the latest chance to change the world of mobile technology.