. >> michael gorman thumbs up thumbs down so far on the apple watch? >> i think thumbs up thus far.s good to hear about the new battery life. 18 hours it gets you not quite a full 24 hour period but through most people's work day. so that was good. you know the hardware is beautiful. certainly they're going after jewelry and i think they've accomplished that to a certain degree. if you're in the market for a smart watch, apple has a clear segment of the market that will be attracted to it. >> jewelry, that's the keyboard we're -- key word we're not hearing enough about. >> i think there's going to be a lot of money here in the bands. the basic bands, the basic colors start at 50 bucks each. that's very high margin. you have $150 $250 leather bands. but, you know, i'm interested, mark, in your take. we had john malloy on earlier today asking how he's advising startups around the watches? is he advising them to jump in and develop apps to catch that first wave of using that proved profitable with users of the iphone. he said no. mark what will you doing with this? are you advising sta