The Apple Watch is the most popular smartwatch on the market, offering a slew of health and fitness features in an iconic design. Since the Apple Watch’s initial debut a decade ago, the iPhone maker has been introducing fresh models annually, which feature enhanced capabilities and occasional design tweaks. On paper, the latest Apple Watch Series 10 is the sleekest, most advanced iteration yet, offering larger screens and new capabilities.

However, a closer look exposes why that’s not actually the case. A downgraded design in disguise During the Glowtime keynote, a lengthy portion of the Apple Watch section revolved around the Series 10’s all-new design . With this release, Apple has made its wearable even slimmer, which, in theory, is a welcome design upgrade.

Having worn both the Apple Watch Series 9 and Series 10 on the same wrist, however, I can assure you that the difference isn’t of significance. Sure, you can tell them apart when they’re placed side by side, but it’s far from being a revolutionary overhaul like the Mac mini. In fact, Apple has resorted to optical illusions on its website to make the Series 10 appear slimmer than it actually is.

The company is taking advantage of the jet black model’s reflective exterior and placing it against white backgrounds in marketing shots, which exaggerates how thin the device is. Had the smartwatch been meaningfully thinner, Apple wouldn’t need to rely on trickery to sell it—instead, it would confidently prese.