The way Motorola (now under Google management) positions its ACTV device is telling: It's not a "watch" but a "Fitness Tracker and Music Player." Motorola even markets the wristband as a separate item. Of course the ACTV can tell time too, but timekeeping is a commodity service. Therein lies Apple's challenge: Figuring out a way to make timekeeping integral to the iWatch's functioning. Otherwise, the iWatch will be a small iPhone in an alternative form factor, no doubt an appealing device to some, but hardly the stuff of revolution.