Just last week, an Apple patent filing surfaced describing a device that conforms to your wrist with a flexible display.

But the biggest problem Apple faces isn't the flexible display, Wired's Christina Bonnington reports. Instead, it comes down to durability.

“Wrist watches are subject to different types of abuse and wear, and there is a tendency for customers to refrain from wearing overly worn-looking watches,” watch expert and aBlogtoWatch founder Ariel Adams told Wired. “Apple will need to use materials and durability standards well out of their comfort zone in order to make an iWatch more than a wrist novelty for a few weeks.”