Nosedive as in potentially disastrous. It's a matter of semantics. Pebble sold $10 million of units via Kickstarter. Mainstream or not, I'd consider that a mil

Nosedive as in potentially disastrous. It's a matter of semantics. Pebble sold $10 million of units via Kickstarter. Mainstream or not, I'd consider that a mild form of success at the least. And Apple has been able to do that, but their technology/APIs are already being used by third-party companies for similar purposes, so in this case, it seems like they're playing catch-up, at least ideologically.