Apple was clear with developers from the start that the Apple Watch is all about “quick, easy looks” rather than lengthy interactions, and it seems the message has been taken on board by major brands, reports the WSJ.

“If people use their desktop computers for hours at a time and their phones for minutes at a time, we think people will use the Watch for seconds at a time,” said Shayne Sweeney, an engineering manager at Facebook’s photo-sharing site Instagram, which created a Watch app.

Adam Grossman, founder of the Dark Sky weather app, echoed the comment.

Who wants to keep their wrists up to their face for many minutes?

Expedia’s chief product officer John Kim said the company was focusing mostly on itinerary-focused push notifications.

Instead of “pulling” information from websites or apps, users will want relevant information “pushed” to them at the most useful moments.

With American Airlines’ Kevin MacFarland agreeing.

The goal is the right information at the right time.

Apple revealed last year that the watch offers both “short and long looks,” with not even a touch needed to switch between the two.

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