I don't think that Tim Cook needs to imitate Steve Jobs in order to make the product more compelling. My take-away from the article was that this Apple event focused too much on technical details and not enough on why people should want the product.

One bit that struck me was when the author pointed out that this watch now seems like a gadget for the geekier people, rather than something for everyone. That really could be, Apple has spent much time and money getting consumers excited about these events and, perhaps, squandered some of this excitement.

I am also not a big fan of choice. Sixty options sounds stressful to me, especially with something new that I've never really seen before.