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Telegraph: Apple wants to pull off something that no company has ever managed before: it wants to reverse a cultural trend that it had created itself. It wants us to start wearing a watch again. A big event on March 9 will showcase the Apple Watch. Cook is already wearing his new timepiece. He couldn’t even contemplate living without it anymore, he said. “I’m now so used to getting all my notifications and all my messages. It’s so incredible just to do this.”