18 hour battery life? Ah… No.
I wish them all the best of course. They've done no harm to me (or any of the haters here either), and I wouldn't wish failure on anyone (except Donald Trump. And anyone who makes Muzak. And… aw, shit. You got me. I do wish failure on quite a lot of people, but none of them in the tech business. Probably), but 18 hours?
When it can go for at least as long as a pebble it'll be worth reconsidering. When it can go as long as a Seiko Kinetic I'll stop considering and reach for my wallet. Until then, it's a statement of intent from Apple - and as much use as any Mk1 Apple product.
Interesting, by the way, that they didn't mention how waterproof it is. A 'sport' watch that can't go swimming ain't much of a sport watch.