They're finally in store and on people's arms. Proud owners seem to gather a crowd of admirers, hanging off their wrists wherever they go, and gossip blogs are wondering which celebs have one. I'm talking about the Apple Watch, of course...
I have spent the best part of six weeks adding comments to many of these stories urging the people writing them to stop and think for a moment what they are saying. Not only was all of this wrong, in many cases it was deliberately misleading. Either that or plain ignorant, but as these were all 'experts' then I'll leave you to decide.
If you want to catch a glimpse of how tech will revolutionise shopping - and so many aspects of our lives - it's worth keeping an eye on the changing habits of our mobile-obsessed teens. Done well, brands can personalise our shopping like never before and create a really enjoyable experience.
In the world of wearables, Google Glass has had a pretty torrid time of it over the last year. One of the first devices to hit the wearables market, its many positives simply couldn't outweigh the laundry list of problems which meant that, for $1,500, it just didn't offer enough to capture the attention of tech-savvy consumers.
Remember when Bluetooth headsets hit the scene, and we all wondered why, all of a sudden, so many people were walking around talking to themselves? I wonder how long it will take for it to become the norm to go about with your eyes glued to your wrist. My guess is probably not that long.
Is it just me, or do you think it's quite odd that, in a few hours, the Apple Watch will be officially within reach those of us who aren't Beyonce, Katy Perry or Pharrell Williams, and yet there aren't 100 people sleeping rough outside the Apple Stores, waiting in bleary-eyed anticipation?
The possibilities that the Apple Watch opens to us are just the first step in how we will ultimately view wearables. Like other Apple devices, the Watch reimagines our relationship with technology and redefines the way people engage - with brands, with friends, with essential services and within the workplace.
Why read about a product? Why not actually touch and feel it? The user experience is about to enter the next frontier. Consumers will expect a far greater 'experience', and that will require the business community to consider how best to use VR.
As SXSW 2015 draws to a close, and hoards of ad, media and tech people from around the world form lines at the airport check-in desks, it was another star studded year with lots of brands making noise, but only a select few getting the right attention.
This mecca for tech geeks sees groundbreaking technology come to fruition and points towards upcoming trends. 2015 was the biggest yet and showcased how the planet's most forward-thinking companies are revolutionising the way we live and interact.
Smart watches have been around for a couple of years but now that Apple are involved wearable tech is about to go mainstream. But this presents a major problem - it is currently perfectly legal to drive a car whilst using a smart watch, and yet they are more dangerous to use when driving than a handheld phone.
Many of us are already haunted by results from health trackers, and Google Search, when we cannot make sense of the results, and possibly, neither can our doctor
In the US, there are even bandages going into production that tell you how a wound is healing - not to mention tablets with in-built sensors that can relay key information about your body right from the front lining of the stomach, so to speak.
Crossing fingers in the hope that budgets and system efficacy will improve is not an option. The system as it stands offers patients' limited opportunities for self-management and resources are stretched evermore thinly.
Elle Macpherson has genetics on her side but the Queen of pop, Madonna is a yoga-loving, disco dancing, karate kicking, gym hound and it shows. It's fair to say at the age of 56, she has never been fitter. She is proof that it isn't too late to get into exercise, improve your fitness and look hot.
The Apple Watch's operating system looks so alien that I almost don't like it, and that's a good thing.