Washington Post:

For a large chunk of consumers, buying a wearable before the Apple Watch just isn’t an option. As part of a six-month study of the wearable market, PriceWaterhouseCoopers asked 1,000 consumers to share how they feel about the wearable market, and found that 59 percent of them were most excited by Apple’s entry into the market. (Amazon, Google, Microsoft and Nike rounded out the top five.)

The report also notes how important the Apple Watch is to the wider market, calling it a “sleek device that rivals project will help mainstream the entire wearable category.”

In other words, until Apple joins the fray, everyone else is just holding their breath.

The role of a setter of trends, of a market-maker.