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The Apple Watch as ‘silver bullet’

April 23, 2015, 12:02 AM UTC
Apple CEO Tim Cook looks over a selection of Apple Watches in Palo Alto
Apple CEO Tim Cook looks over a selection of Apple Watches in Palo Alto, California April 10, 2015. Customers flocked to Apple Inc's stores around the world on Friday to get their first close-up look at the company's smartwatch, while online orders were backlogged until June. The Apple Watch, Cook's first new major product and the company's first foray into the personal luxury goods market, was available for preorder online and to try out in stores by appointment, but not to take home. REUTERS/Robert Galbraith TPX IMAGES OF THE DAY - RTR4WUS5
Photograph by Robert Galbraith — Reuters

The Apple Watch is “picking up steam,” wrote FBR Capital analysts Daniel Ives and James Moore in the first of nine metaphors they managed to mix in a three-paragraph note to clients Wednesday.

The Watch, they write, is a “hot button” for Apple investors and both a “door opener” and “silver bullet” for the wearable computer category. It may still be “early innings,” but they foresee a “massive land grab” and a “fertile” opportunity that could open up another “ecosystem” across the “consumer/enterprise landscape.”

Ives and Moore, who initiated FBR’s Apple coverage last week, have raised their Watch shipment estimates for calendar 2015 to 20 million units from 17 million.

Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple (AAPL) coverage at or subscribe via his RSS feed.