I’m not sure if his play book is actually better than what Apple did last week. But, I do agree that the Apple Watch introduction failed to explain why we need a smartwatch made by Apple.
I can see Apple next year replace the aging iPhone 5s with a 4” screen iPhone greatly inspired by the iPhone 6 successor.
Lot of people like the new design of the just announced iPhone 6 but would have preferred a smaller screen size. Maybe next year.